As I’ve come closer and closer to my dismissal of the “power” of influencers, I realize that a well crafted video and photography session can convey the message to potential buyers prior to the release of a project. This wings + horns collab with adidas is a perfect example of how effective marketing doesn’t have to be based on a recognizable influencer. A fantastic photo shoot delivers lifestyle and emotion.
I’m typically not fond of stoic, frail, undersized models in the presentation of sportswear or lifestyle clothing. It’s like the photo shoot of Kylie Jenner for Puma where she doesn’t have an athletic physique, not a muscle is shown in a picture that is supposed to deliver the message of athleticism. That photo shoot is a failure and lacks depth and authenticity.
Now I don’t expect anyone to rock the clothing being delivered by w+h standing in a lake, but there is something elemental in the delivery of this shoot. It feels like a Canadian summer. Don’t ask me why, lol. The muted color pallette, mountains and riverbed all fit.
The idea that standing in the water is possible and is reinforced by the follow up photo a model holding a pair of premium suede Classic 80s, one piece construction, reminds me of the Arctic Summer the photo shoot represents. #dopework