In the fall of 2023, Jula’s clothing brand Kayoba launched a new line of hunting clothes for men.

We pitched a two-pronged marketing strategy. One prong being clear and graphical showing the clothes on a white background. The other  showing the clothes in action in the forest.

With graphic elements, forest debris and copy tying the two together.

The task was to show the clothes being used in real life. It was also important that the materials created could be used across all channels, both owned and purchased, meaning still images and video for print, web, and motion media.

The concept I pitched for the photographic part, was a father and son hunting together. Additionally, I delivered a graphic template in AfterEffects and Premiere, so that Jula’s in-house team could continue to produce in all formats themselves.

A major challenge in this project was that we needed to photograph in early spring when the vegetation has a completely different character than during the hunting season in the fall. We had to choose angles to avoid the freshest shoots and light the scenes to bring out the autumnal feel. Walking around with rifles in the forest also presented a logistical challenge considering landowners and hunting teams.

I filmed handheld sequences and close-ups to complement what cam1 filmed on a tripod and track. I used a storyboard and illustrated shot list to prepare the models and team for what was expected, which simplifies a lot when you are on location and have a visual script to refer to. I was also out there scouting locations to ensure the day was used in the best way possible.