S/LAB Genesis Spine

See studio shoot

CLIENT

BRIEF

Create a campaign for Salomon's S/LAB trail line to promote the new S/LAB Genesis Spine, the first comfortable trail shoe designed for long-distance and snowy weather adventures.
The campaign was produced with Dave Penn, filmed on the trails of the Spine Race, a 268-mile ultramarathon between England and Scotland along the Pennine Way, in which he participated.

Deliverables:
• 50 photos
• 3 “boomerang” videos
• 3 10-second “loop” videos
• 1 30-second video reel
• Studio shooting
• 1 Product KV and 1 Tech KV

MY ROLE

As Art Director for Salomon through Wide agency 
• Concept proposal through an artistic direction moodboard, including photo, video, and location choices
• The casting for the photographer, videographer, and model had already been selected, as the shoot was also the subject of a documentary by Alexis Berg and Julien Rai about Dave Penn
and his journey through the Spine race
• Pre-shoot, conduct remote scouting with the photographer
and videographer on location
• On shoot, coordinating video and photo sessions remotely, following the established art direction
• After the shoot, selecting photos, overseeing video editing
and final edit approval
• Edit all KV

Art Direction • Photography • Video • Scouting • Edition

PHOTOGRAPHER

VIDEOGRAPHER

MODEL

@itsdavepen

@julien_rai

@alexis_berg