Rack Room Shoes is an American footwear 
retailer headquartered in Charlotte, North Carolina, which operates over 500 stores in 36 states under the Rack Room Shoes and Off Broadway Shoe Warehouse brands. I spent several years directing photography for Rack Room Shoes seasonal campaigns, which meant being hands on with every part of the process. I scouted locations, designed sets, illustrated backdrops and props, and styled product on set for still shots. We used real customers instead of professional models, so a big part of my job was helping families feel comfortable while keeping the creative direction clear.

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Each campaign was a two day shoot where I guided model families, stylists, makeup artists, and photographers to create everything we needed for in store signage, print ads, online marketing, and seasonal catalogs. Most campaigns featured four to eight models from the same family, and Back to School shoots brought in ten to twelve kids from all over the country. Every model had several outfit changes that I directed, and each campaign included a large collection of products that I styled and photographed on location.