Reverse Engineering a Commercial Shoot:
Hey Dude Shoes
The Client
Hey Dude Shoes, a laid-back footwear brand with a colourful, carefree vibe and an international following.
The Brief
The team at Hey Dude reached out after having seen my work on Instagram (back in the day when people still saw stuff on Instagram 🤪). They were looking for a creator with a strong, recognisable visual style, specifically, something colourful and compositionally playful.
The goal? Create fun, feel-good images that added colour to their marketing efforts. That meant two components: still life images shot in the studio, and a lifestyle shoot featuring a model and a bit of movement. Both needed to feel joyful and unmistakably me, while still feeling cohesive with their broader brand.
The Concept
They referenced a bunch of my previous shoots, which was a dream starting point, and gave me full creative freedom to put together the shoot plan. I leaned into my signature palette at the time along, with playful styling cues to build out a vibrant visual universe.
For the studio still lifes, the brand requested paired down strong graphic compositions. For the model shoot, I introduced balloons to bring in some extra fun and levity. Even though we had two very different environments (indoor stills and outdoor lifestyle), I tried to make sure the world felt consistent and cohesive.
The Challenge
The usual suspects showed up: delays with product shipping, diary clashes for the model, timezone misalignment. But honestly? Nothing that doesn’t happen on most international shoots. Flexibility, communication, and a backup plan or two kept things running smoothly.
The Results
The brand’s first response? ‘These look amazing. You did a great job!’ Always nice to get that email. Even nicer, more shoots followed that initial one.
What I learned
This shoot reminded me how satisfying it is to be trusted for your style and how important it is to make the experience easy and joyful for the client, especially when working across time zones and teams. Creative freedom only really works when it’s paired with crystal-clear planning.
Marianne
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