In early July, I was given the opportunity to collaborate with other talented designers and photographers in NFL Style’s 2021 seasonal campaign.
Much of the upcoming seasons jerseys, apparel and tail-gating gear was to be featured in scenes that reflected the transition that NFL fandom has made in the post pandemic era. While some fans have returned to the tail-gating lot for the first time over a year, others look to show their support from a more comfortable setting in the form of “home-gating.”
In just two short days we looked to capture content that promoted the product among three target audiences: social bonders, inclusive newcomers, and Gen Z-ers.
As a member of the creative team at Imre, I had the opportunity to be a part of the campaign in all stages beginning with the story development and ultimately capturing the content as an on site photographer.
For this particular shoot, we sought to juxtapose the clean and simplistic backdrops with vintage film overlays for the footage captured. Using a mix of grain, noise and static textures, I created a series of overlay iterations that would eventually be narrowed down to just a few .
Because I was to create the overlays prior to the actual shoot, I utilized model stock footage as a placeholder to eventually be replaced with the content gathered during the shoot. Ultimately, the 4 overlays featured below were eventually selected for use in the post-shoot editing stage.
Other preparations involved resizing and formatting the layouts below so that they could be formatted to Instagram stories and posts (1”x 1” & 9”x16”).
LAYOUTS & FORMATTING
Approaching the date of the shoot, I was asked to be one of three photographers on sight. Equipped with a mirrorless Sony α7r camera , I was to capture as many detail shots as possible while the other photographers focused on collecting wide angle and video content.
Unfortunately, I am not able to show much of the work captured as the majority of it has yet to air and will continue to be rolled out over the course of the season. I was, however, able to feature a few behind the scenes shots below.
ON SITE
OUTCOME
The content gathered in the shoot was ultimately then implemented into a formatted hype video that features still imagery as well as video and showcases the latest NFL fan gear. The hype videos are now live and have been posted across NFL Style’s social media outlets.
