Capturing female athleticism and confidence in a lifestyle photography shoot with FootJoy
FootJoy
Background
To reach their newly defined women’s target consumer segments, FootJoy envisioned an integrated campaign that positions Fuel as a premiere golf shoe designed for women. The campaign focused on FootJoy’s unique value proposition: Elevating players’ confidence and performance, while highlighting FootJoy tech.
Process
Shooting on a golf course, I needed to direct positioning to create imagery that showed strength, grit and athleticism. Shots were designed to showcase the fresh, heroic fit and feeling of clothing. Light, composition and most importantly, my own athleticism— dashing into a bush to get a shot or diving to the ground to score a heroic angle—fueled the shoot’s success. My work also included lighting direction for product photography in a locker room, car and outdoor setting.
One intangible key element
Demonstrating the comfort female golfers feel in FootJoy. Golf is traditionally a male-dominated sport. The success of this shoot centered on capturing the camaraderie shared by our four female talents.
Results
Picture perfect. Joy and confidence exude from the images. A dynamic edge with angles and perspectives makes the advertising photography functional for usage.
