This was a fun project shot in downtown L.A. We partnered with the Doner team on a campaign designed for Instagram and social. To deliver a motion component within a tight budget, we built a series of animated GIFs entirely from the still photography.

The shot list was ambitious for a single-day shoot, and on top of that, the goal was a body of work that felt shot across various urban areas around the country. A fun challenge. I spent a lot of time scouting the nooks and crannies of downtown L.A. to find areas that could pass for Brooklyn, Chicago, or SF, as well as studying the light carefully since this would be primarily a natural light shoot. The schedule was planned down to the minute as we shuttled crew, talent, and agency to over a dozen stops.

L.L. Bean is primarily an outdoor and adventure brand, so to resonate with a city audience, our stylist paired key brand items with off-brand urban wear for an authentic vibe. The result: a fresh take that expanded the brand's reach to a new market — and carried a great message. Now take a break, and get outside!