Collaborating with the Feetures brand, Photographer Scott Davis, Videographer Casey Hyer, and Producer/Stylist Maggie Diamond, I art directed this photoshoot to showcase the attitude and lifestyle of the Everyday Feetures Woman. I created a demographic profile based on sales data of both repeat, bulk, and ideal target customers that included demographics, psychographics, archetypes, and brand mythology. The shoot was two days, four models, ten socks, and eight locations around Salt Lake City, Utah. Deliverables were 40 versatile, cohesive, on-brand images that showcase the sock texture and lifestyle of the wearer, along with 10 short brand videos.