With a decade of experience in creative production, Boulder, Colorado-based brand narrative photographer Matt Trappe can listen, learn and adapt to any set dynamic. In his work, he strives to help sports and outdoor brands enhance their creative efforts to incorporate culturally-driven initiatives and connect with purpose-driven communities.
Crocs recently commissioned Matt to photograph images for their summer 2022 campaign “Come As You Are” in celebration of being comfortable in your own shoes.
Crocs is known for its simple, yet distinctive design. The innovative shoe company, which debuted with the classic clog in 2002, has built a reputation for providing comfort and colors that match every personality. The brand believes that comfort is the key to happiness, which is why they design their shoes with this philosophy as their driving force.
Having worked with them previously, Matt was invited to photograph their signature look this year. In 2017, Crocs introduced the phrase “Come As You Are” as a form of self-expression that encourages everyone to embrace their individuality and celebrate their unique identity.
I excel at creating campaign-level art without the need to set, stage, and plan each and every shot. I can watch, anticipate and create an atmosphere where the shots happen naturally.
The shoot took place at a local Colorado event space. Matt’s photos were taken against various backdrops in and around the industrial setting. As the most recognizable style of the brand, the classic clog was chosen as the face of the campaign — an iconic design that is synonymous with genuine comfort and is a blank canvas on which to write one’s own story.
Crocs planned a party and set up the scenes that would best highlight the classic clog. After that they let me work.
Throughout the creative process, Matt collaborated with the clients’ creative team, producers, his assistant, hair and makeup artists, as well as the talent, to complete a variety of looks and scenes. There was a high level of energy, infectious music, and everyone was having a good time.
We were there for about 8 hours but it was a blast. Setting the vibe comes through in the final artwork so it was crucial to our success.
The best moments came and went fast so I had to move quickly and pay attention.
Through his latest partnership with Crocs, Matt learned how trusting his instincts and being flexible yields the best outcome. The best shots of this project were not planned — the dance parties, wheelchair ride, images of Super 73, and the skateboarder all happened organically.
Trust your eyes and know that the client hired YOU for a reason. Don’t get stuck trying to stage every shot, you will walk away with fewer images that aren’t nearly as good.
See more of Matt’s images on Instagram.
Vice President – Global Creative Director: James Gardner
Art Director: Youri Zaragoza
Associate Creative Director: Chris Skiles
Executive Producer: Katie St. Peter
Photo Assistant: Matt Corliss
Wardrobe Stylist: Jessica Jeanne