Modell's Outdoor Essentials POP and Photoshoot

POP and photo shoot for Modell's work wear and active wear lines and "Layer Up And Save" fall-winter campaign.

I had the pleasure of working with photographer Dennis Kleiman (who I have collaborated with for 20+ years) on on-location model shoot highlighting Modell's key apparel items for our fall-winter season.
As the creative director for the campaign, we originally geared towards work wear (boots, lined jeans, sherpa fleece), the "outdoor essentials" shoot focused on Modell's house brands (Smith's, Reebok) and top selling brands (Timberland and BHPC), it was expanded to incorporate lifestyle apparel (outwear, hiking boots, activewear).
Working with the producer Dawn Silverstein, the principle photography was shot in and around the Modell's distribution center in the Bronx, NY. The talent was great an we had a strong production crew, however we were featuring lined jeans, thermal tops, sherpa fleece and heavy August heat. Very hot, sweaty and long day, but the shoot was a success.
While the photography was originally shot for a direct mail piece, the campaign was modified to be focused on a new "Layer Up And Save" campaign, in-store POP, circulars/ROP and online shop on
And as a treat (well, I hope so), some behind the scenes shots from that very hot day!
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