The Vision
My work with Tangerine Paddle started with a spec shoot where I offered to shoot for trade in hopes that if they were satisfied with the images, we could collaborate on future projects. Thankfully, after that spec shoot, the CEO was interested in hopping on a call to review the gallery and explore future work together. During our conversation, I asked about their target audience, learning that their main buyers were middle-aged women (45+), with a smaller male customer base. Their Instagram feed was also predominantly female-focused, so we decided it would be a smart idea to bring in some age and gender diversity in terms of the models to help Tangerine's prospective customers envision themselves with the paddles. So... we booked a paid shoot and the results were better than expected.
The Planning
To kick things off, I did model scouting, location planning, and athletic clothing brand partnerships in accordance with the CEO's budget she mentioned they allocated for this shoot. I organized a call to present a variety of models to the CEO that align with her target market. I recommended adding more diversity in the shoot to showcase a broader range of customers. The CEO was enthusiastic and sent me 12 paddles, 2 bags, and a mood board for poses, which I would creatively interpret for the shoot. In preparation, I pulled together all the necessary elements, including securing a content creator and an assistant to help. I incorporated my creative expertise while keeping the brand’s vision front and center, using some of their pre-existing photos for inspiration but also adding my own unique spin.
The Execution
On the day of the shoot, everything and everyone worked together seamlessly. The props and models, combined with the mood board, allowed for both structured and organic moments during the session. The CEO had provided the equipment needed, and the chosen location perfectly suited the vibe we wanted to create. In addition, I was also working with another brand, LSKD, who had provided a large amount of activewear for the shoot. I organized all the clothes and ensured everything was styled to align with both brands' aesthetic vision. The collaboration with LSKD went incredibly well, and I look forward to working with them again for future releases. Working with 2 brands is a win,win,win scenario and I try to do that whenever possible on sets. Each brand gets plenty of exposure from the models, team on set, myself, and the other brand's social media accounts and we all grow our professional relationships.
The outcome
The final images exceeded expectations, perfectly combining the brand’s current aesthetic with the fresh, diverse concepts I was able to introduce. Each shot captured a balance between the brand's signature style and the new creative direction, elevating the overall visual appeal. I'm thrilled with how the final gallery reflects both innovation and consistency, offering something familiar yet refreshingly different for the audience.
BRand Recognition
