Foot Locker

This marked the second year of collaboration with Foot Locker as the photographer and creative director for their national retail campaign, creating in-store imagery for proprietary lines and partner brands, including Timberland and UGG. We evolved the established visual language with subtle innovations that maintained brand recognition while elevating the aesthetic. Balanced the needs of diverse retail environments with the distinct identity requirements of premium partner brands. We utilized natural lighting techniques and strategic negative space to create dimensional imagery that functions effectively in crowded retail environments. Developed specialized treatments for partner brands that honoured their heritage while integrating within Foot Locker's visual framework. This campaign is partnered with the greater visual portfolio that is implemented across 2,800+ North American locations, resulting in strengthened partner relationships through elevated visual representation, resulting in improved sell-through while establishing a sustainable visual system adaptable to future seasonal campaigns.​​​​​​​​​​​​​​​​

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