In Winter 2017, footwear brand SOREL launched the Lux capsule collection, featuring their most iconic boot silhouettes crafted from premium materials and hardware. It was the brand's most top-tier offering to date.

A range of assets were required for use around the holiday season, including on-body photography, a full graphic lockup and design treatment for use in windows, ecom, and social. 

Our concept for the campaign was 'Modern Luxury'. The boots were portrayed as works of art in a gallery-inspired setting. Images featured our model in structural, clean garments with minimal graphic jewelry. The all-white lighting and color was used to bring focus to the beautiful leathers of the Lux boots, and shots featured simple backgrounds and body positioning to show off the boots' silhouettes. The overall feel is confident and refined: a strong, beautiful woman wearing the best boots she owns.

My role in the project was to establish the overall photo concept, and take lead art direction duties on the shoot. This included the creation of a robust guide for the stylist, so we could craft a look that would complement rather than overshadow the footwear. I also created the graphic lockup and design toolkit,  establishing how assets would be used across all branded consumer touch points.


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