BRANDED DOC CAMPAIGN WITH

DANNER BOOTS

GO THERE

Danner wanted to deepen brand loyalty, build a ecosystem of content for everything from billboards to social, and expand their audience with an annual documentary-style campaign that would show their product at work in the world and provide opportunities for ongoing storytelling. They wanted subjects and locations that were both iconic and unconventional, personifying the pioneering spirit of the brand. National Geographic photographer Corey Arnold’s photography would be the focal point.

THE DESIRE

Every year, I tapped all my networks and scoured the internet to find the kind of real people no casting call can. We shot each for a handful of days, creating a thick portfolio of content. Photos covered billboards, catalogs, ads, and social. Videos were used across platforms as well, and included a longform short film on each subject. We also helped the client launch on TikTok & Reels, supplying strategy & platform-specific cuts. 2022’s Go There won two ADDY awards.

THE CREATION

SERVICES

CREATIVE DIRECTOR + PRODUCER + CASTING DIRECTOR + LOCATION SCOUT