Sorel Joan NEXT COLLECTION

The SOREL Joan Next Collection transformed the brand’s iconic Joan of Arctic winter pac boot into a sleeker, lighter, more fashion-forward style. Featuring a disruptive, edgy sole & a futuristic upper of luxe materials, this new silhouette was designed to become the new covetable boot of winter.

To highlight the innovative transformation of this collection, we shot this concept in an all white, glowing, space-age background. Talent was in motion to showcase the versatility of the product and lightweight design. Styling balanced utilitarian garments with femininity, playing off the shoe’s blend of function & fashion. An all white palette helped to guide the eye to footwear. Content captured included video, on-body stills, product and macro detail photography.

My role was collaborating on overall concept as well as building out the photobrief and styling deck. I worked on set to art direct and ensure product features were being properly shown in images. After our team chose final selects, I designed layout examples and a style guide showing how assets should be used across digital, social, print and display windows.