SS20 Kids’ Content Shoot
Art Direction

For the SS20 season, we needed to refresh our Kids’ content for keenfootwear.com and our seasonal toolkits. I was asked to art direct a photo shoot intended to highlight 13 key products, with a goal of shooting a mix of kneedown and lifestyle photography that could work for both a Spring/Summer and “back-to-school” vibe. Working with the brand photographer, Art Director, and two PM/Producers, we executed this one day shoot at a local park in Portland, OR.

Pre-shoot, we had initially looked to create a larger, narrative-based content story. To this end, I researched and proposed potential locations and collaborators that aligned with our values-based (KEEN Effect) initatives.

Later, when we pivoted to capturing solely product imagery, I scouted my top location choices, sourced in-house talent, recommended look and feel for the wardrobe, and curated detailed photo swipe reference.

Lastly, I built a shot list and pre-production deck for the day of shoot, which broke down the day into assets to be captured, shoe and wardrobe chages, and a schedule.

On set, I assisted Maliah (Art Director), selected the wardrobe and styled the kids (they brought their own clothes), and ensured that the production ran smoothly.

A major challenge we faced when planning and executing this shoot was that we were fighting seasonality, as leaves were turning. This was reflected in the choice of locations I proposed, as well as the final retouching direction.

After the shoot, I was responsible for making the final selects, setting the color direction, writing the retouching notes, and working with the photo team to release 50 final images.

Art Direction: Alie Kouzoukian, Maliah Coolidge
Photographer: Morgan Green Hopkins
Retouching: Geneva Noel
Producer/PM: Hayden Thompson, Micah Mayes

Research, scouting, and pre-production

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