Art direction is the work before the work
This project came out of my ongoing work as a commercial photographer and director for outdoor and athletic brands, where art direction and real athlete casting shaped the final narrative
I see spec work get misunderstood all the time. It’s often framed as portfolio filler or something you do when nothing else is happening. That’s never been how I’ve approached it.
For me, spec work is about flexing my muscles for clear creative vision and executing at the level of a real campaign; art direction, casting, production, and all. No shortcuts. No “good enough.” That mindset is exactly what turned a self-funded test shoot into a real campaign with Brooks Running.
Shooting every project like it’s motion
One of my biggest strengths as a commercial outdoor and active lifestyle photographer is art direction, specifically thinking in motion even when I’m shooting stills.
This Brooks spec was built around that idea. I wanted blur, grit, and energy. Images that feel like they could break into motion at any second. I thought about how the work would live as GIFs, short loops, and campaign moments, not just single hero frames.
For the video deliverables, we focused on fast, dynamic cuts to keep the 15-second piece engaging and visually compelling across digital platforms. Still photography was intentionally integrated into the final edit to create cohesion between motion and static assets. This multimedia approach strengthens brand storytelling and ensures the work performs consistently across social, web, and campaign placements.
Motion changes everything. It influences lens choice, shutter speed, framing, and how close you get to the athlete. It also changes how authentic the work feels. Runners don’t pause. Cities don’t pause. The visuals shouldn’t either.
Art direction starts long before the shoot
This project didn’t start with a camera, it started with hours of mood boarding and a detailed shot list. I was chasing a very specific feeling.
Urban locations. Gritty textures. Editorial energy. A city setting that contrasted with the traditionally “clean” look of running campaigns at the time. As an adventure photographer, this was my first time shooting fully in a city. Imagine my surprise when I realized I couldn’t just set my camera bag down and walk away like I usually do in the mountains.
Every decision was intentional. I scouted the city, bought wardrobe, and selectively cast real runners through my own network; people I trust, people who move naturally, people who don’t need to be taught how to look like themselves.
That’s art direction. It’s a skill based on instinct more than anything else; knowing what to green light; who fits in the scene, what colors to look for in locations that will highlight product, what camera settings will emphasize the emotion I’m after…
From spec to real campaign
Clear vision and execution on this spec shoot paid off.
My Brooks spec led directly to a real Brooks campaign, proof that when brands see work that already speaks their language, the conversation changes. You’re no longer convincing them you could do the job. You’re showing them you already have.
