2022
Red Bull Rampage
Red Bull Rampage
Editing
Overview
At the edge of the season on the Maine coast, this story follows a cast of real, character-driven friends - rugged, thoughtful, and unpolished. Days occupied with quiet rituals: boats tended to, lines coiled and mended sails, books read in the last of the warm light, beers opened as the air turns cool.
Honest character-driven, slightly rugged, hard working, lived in, artistic
There’s an honesty to this moment—summer not quite gone, but no longer holding on. Shot in natural light and rooted in lived-in spaces, the approach favors observation over direction, capturing a slower rhythm where character, texture, and environment carry the narrative. It’s a time for reflection, a season winding down, already beginning to feel like something worth remembering.
Challenge
30 something looks over the course of three days. Multiple locations, fast pace setups, natural light limitations, and one main goal of showcasing a lifestyle influenced by the tide.
In an industry that basically has a hard reset every quarter the challenge is always to make something that feels timeless, on brand and engaging even if its lifecycle is only for the season. Being thrown into an unknown environment means every new sound, smell and color hits you like a ton of bricks. It's my job to distill this into an accurate representation so that the viewer can immerse themselves just as much as I did. Ultimately we are portraying a lifestyle, and hopefully giving the audience a chance experience something they wouldn't otherwise be able to.
Direction
Understanding that product shouldn't be the focus — Telling a story should be.
Mikey Armenta's creative direction for this piece was simple. "Let's turn the camera aways from the models."
This simple idea lead lots of the creative decisions made for this piece. Obviously I didn't want to never shoot the models. However I did want to focus more on the environment, the textures, the small (sometimes mundane) details that tell the story of life being lived. Rather than make the models and the product the focus we frame those things as parts of the bigger picture. They are just one small piece of the greater story we are telling. I think thats also why this piece was as successful as it was. It didn't feel like we were selling something it felt like we were sharing something.
Outcome
A campaign that feels grounded in reality, creates interest and investment from a community and builds brand equity.
I think the results of this campaign speaks volumes. Social media engagement was through the roof. Outperforming virtually every other piece of content on Taylor Stitches accounts.
400+ shares 30+ comments 19 Reposts on instagram
This is what happens when top tier creative direction, location scouting, styling, shooting and editing all come together in perfect harmony.
More Works
(GQ® — 02)
©2024
2022
Red Bull Rampage
Red Bull Rampage
Editing
Overview
At the edge of the season on the Maine coast, this story follows a cast of real, character-driven friends - rugged, thoughtful, and unpolished. Days occupied with quiet rituals: boats tended to, lines coiled and mended sails, books read in the last of the warm light, beers opened as the air turns cool.
Honest character-driven, slightly rugged, hard working, lived in, artistic
There’s an honesty to this moment—summer not quite gone, but no longer holding on. Shot in natural light and rooted in lived-in spaces, the approach favors observation over direction, capturing a slower rhythm where character, texture, and environment carry the narrative. It’s a time for reflection, a season winding down, already beginning to feel like something worth remembering.
Challenge
30 something looks over the course of three days. Multiple locations, fast pace setups, natural light limitations, and one main goal of showcasing a lifestyle influenced by the tide.
In an industry that basically has a hard reset every quarter the challenge is always to make something that feels timeless, on brand and engaging even if its lifecycle is only for the season. Being thrown into an unknown environment means every new sound, smell and color hits you like a ton of bricks. It's my job to distill this into an accurate representation so that the viewer can immerse themselves just as much as I did. Ultimately we are portraying a lifestyle, and hopefully giving the audience a chance experience something they wouldn't otherwise be able to.
Direction
Understanding that product shouldn't be the focus — Telling a story should be.
Mikey Armenta's creative direction for this piece was simple. "Let's turn the camera aways from the models."
This simple idea lead lots of the creative decisions made for this piece. Obviously I didn't want to never shoot the models. However I did want to focus more on the environment, the textures, the small (sometimes mundane) details that tell the story of life being lived. Rather than make the models and the product the focus we frame those things as parts of the bigger picture. They are just one small piece of the greater story we are telling. I think thats also why this piece was as successful as it was. It didn't feel like we were selling something it felt like we were sharing something.
Outcome
A campaign that feels grounded in reality, creates interest and investment from a community and builds brand equity.
I think the results of this campaign speaks volumes. Social media engagement was through the roof. Outperforming virtually every other piece of content on Taylor Stitches accounts.
400+ shares 30+ comments 19 Reposts on instagram
This is what happens when top tier creative direction, location scouting, styling, shooting and editing all come together in perfect harmony.
More Works
(GQ® — 02)
©2024
2022
Red Bull Rampage
Red Bull Rampage
Editing
Overview
At the edge of the season on the Maine coast, this story follows a cast of real, character-driven friends - rugged, thoughtful, and unpolished. Days occupied with quiet rituals: boats tended to, lines coiled and mended sails, books read in the last of the warm light, beers opened as the air turns cool.
Honest character-driven, slightly rugged, hard working, lived in, artistic
There’s an honesty to this moment—summer not quite gone, but no longer holding on. Shot in natural light and rooted in lived-in spaces, the approach favors observation over direction, capturing a slower rhythm where character, texture, and environment carry the narrative. It’s a time for reflection, a season winding down, already beginning to feel like something worth remembering.
Challenge
30 something looks over the course of three days. Multiple locations, fast pace setups, natural light limitations, and one main goal of showcasing a lifestyle influenced by the tide.
In an industry that basically has a hard reset every quarter the challenge is always to make something that feels timeless, on brand and engaging even if its lifecycle is only for the season. Being thrown into an unknown environment means every new sound, smell and color hits you like a ton of bricks. It's my job to distill this into an accurate representation so that the viewer can immerse themselves just as much as I did. Ultimately we are portraying a lifestyle, and hopefully giving the audience a chance experience something they wouldn't otherwise be able to.
Direction
Understanding that product shouldn't be the focus — Telling a story should be.
Mikey Armenta's creative direction for this piece was simple. "Let's turn the camera aways from the models."
This simple idea lead lots of the creative decisions made for this piece. Obviously I didn't want to never shoot the models. However I did want to focus more on the environment, the textures, the small (sometimes mundane) details that tell the story of life being lived. Rather than make the models and the product the focus we frame those things as parts of the bigger picture. They are just one small piece of the greater story we are telling. I think thats also why this piece was as successful as it was. It didn't feel like we were selling something it felt like we were sharing something.
Outcome
A campaign that feels grounded in reality, creates interest and investment from a community and builds brand equity.
I think the results of this campaign speaks volumes. Social media engagement was through the roof. Outperforming virtually every other piece of content on Taylor Stitches accounts.
400+ shares 30+ comments 19 Reposts on instagram
This is what happens when top tier creative direction, location scouting, styling, shooting and editing all come together in perfect harmony.
More Works
©2024