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After an already successful campaign for active wear brand Soybu’s Spring and Summer 2017 lines, California-based photography duo and production company RZcreative was hired to produce the campaign for the Fall and Winter collections as well.
RZcreative connected with Active Fashion Group, a designer and wholesale manufacturer for health-conscious lifestyle apparel brands when they were trying to ramp up the new Soybu brand. Soybu’s marketing manager, Wendy Weeks, relied heavily on RZcreative to provide full creative direction, manage all aspects of the production, and create the photographic content for these campaigns.
RZcreative, based out of San Clemente, is made up of photographer Robert Zaleski and his producer, and wife, Nicole Zaleski. For this project, they worked closely with their photo assistant Chris Cuneo to handle all the different components of the shoot.
The goal of the project was to produce imagery for their Fall and Winter ’17 catalogs, as well as content for their website and social. Creatively, we needed to reflect their “studio-to-street” athleisure apparel, while representing their Denver roots.
With the shoot taking place in Denver, RZcreative spent months leading up to the shoot sorting out all the planning remotely. They used Google Maps’ Street View to help them source locations and used local talent agencies for casting. Balancing the client’s needs and their budget was a struggle with casting, and RZcreative worked hard to find the perfect ‘hero’ model for the shoot. They collaborated with Wilhelmina Denver to cast the additional models but ultimately chose to fly in Dani Paige from California to serve as the primary face of the campaign.
Saying that “variety” was key in this shoot would be an understatement. We knew that this imagery would be used for all of their marketing platforms, so we decided to find vastly different locations to help keep things fresh. We tapped into Denver’s street art scene to compliment the more urban-influenced pieces, and then stopped at University of Denver before heading to the mountains for some beautiful Colorado landscape.
When it was time for the shoot, the trio headed out to Denver and immediately traveled to their shoot locations to confirm they were the right choice and finalized any logistics. Thankfully, everything was as expected and the two-day shoot went off without a hitch.
Our favorite part of this project was working with a client that trusted our skills and our vision, while we replicated that confidence in our talent and crew to do what they do best.
On the second shoot day, the Design team visited them on location and were thrilled with how the shoot was progressing. Soybu and Active Fashion Group have been implementing the images on their web and social and were incredibly pleased with the final results.
Working with Robert and Nicole is a dream. It’s so easy – seamless.
– Wendy Weeks
See more of RZcreative at rzcreativeproductions.com!