Spotlight: Adam Lerner for Walmart’s Line of John Deere Apparel

BY 6 November 2024

New York-based photographer Adam Lerner recently completed a new stills project for Walmart, a multinational retailer with hypermarkets, discount department stores, and grocery outlets across the US. The client needed Brand Narrative style imagery to promote its line of John Deere workwear, celebrating the well-known American manufacturer of agricultural and forestry machinery, heavy equipment, diesel engines, and drivetrains. Adam worked with the Eos Mktg agency to help capture the signature look of the John Deere brand for merchandise available at Walmart retail stores and online.

A tearsheet from Walmart's official website featuring Adam Lerner's photo.

This was my first time working with the production team, but I’d worked with some of these folks on many shoots for IZOD over the years. This was a lifestyle-heavy shoot. I was able to work in my style of telling the story while featuring the John Deere brand.

Pre-Production

When scouting and securing the locations for the photoshoot, Adam drew from his personal contacts to help meet the client’s needs.

I did the majority of the production for this shoot. With my knowledge of the area and personal connections, I was able to get access to incredible locations, including a privately owned and operated grass airstrip airport and a working farm.

Adam Lerner taking pictures of Phil Sullivan while sitting next to a fence.

The client wanted to embody rugged outdoors with a relatable model. Something that speaks to folks that use workwear in their daily lives, whether it be farming or recreation.

Phil Sullivan is walking near a wooden fence, wearing brown pants, a black T-shirt, and a cap.

The Photoshoot

The shoot took place at two private locations, owned by personal friends of the photographer, and a local lake.

I was able to arrange a few hours in the morning at a friend’s private grass airstrip airport. We were able to bring the entire production team on-site, and I even subcontracted my vehicle for some of the photos. The farm is owned by another friend of mine, and they happened to have a bunch of John Deere farm equipment that was easily accessible.

Phil Sullivan is wearing a green waterproof jacket with the hood up.

We got lucky with the weather, which was our biggest variable, so creatively, I was able to explore more options than I planned. It was fortunately an incredibly nice day, and we stayed on-site for the morning at the airport, with some time at a local lake afterward, followed by the farm in the afternoon. The routing and timing worked perfectly for us to get far more shots than the client originally asked for.

A behind-the-scenes image of Phil Sullivan sitting on a tractor being photographed by Adam Lerner kneeling in the grass. — **_{Adam Lerner taking pictures of talent Phil Sullivan in John Deere workwear}**

The energy was incredible on set. Super positive. We had the creative director, fashion director, photographer (me), a PA who also shot BTS, the model and an incredible hunting dog that he just surprised us with. The dog added so much to the look and vibe of the shoot.

Phil Sullivan is sitting on a fence next to a parked SUV with its rear door open, where the brown dog is lying down inside the car. Photo by Adam Lerner.

The synergy with our model made things really flow. We hit it off instantly, and all of us got along incredibly well. He fully got the intent and vibe of the shoot and was up for anything. We met for this shoot and have stayed friends since.

Adam Lerner taking pictures of Phil Sullivan standing next to a greenhouse.

This multiple-location photoshoot took place on a single day of shooting.

With proper pre-production, a tech scout, and organization, we were able to exceed the client’s expectations within the allotted time. Just be open-minded always. Show up with a plan, but don’t be afraid to zig and zag when the energy and vibe are flowing.