In Studio with Michael Scott Slosar for MW Fall '14 Online Editorial

One of my favorite challenges in photo art direction is translating the look and feel of a location shoot to an in-studio expression. At Men's Wearhouse, we often shoot a larger high-level brand campaign and then are tasked with executing multiple online exclusive shoots for eCommerce needs which have a cohesive theme through the season. For Fall '14, I leveraged the rugged woods found in the location photography to create a rich, textured set for online editorials. Under a very tight budget, I sourced salvaged wood and worked with our set builder to stain it for a completely transformed look. We had the pleasure of working with talented photographer Michael Scott Slosar for the first time in studio. We chose a lighting direction that not only created a dramatic fall mood, but made the product feel as rich and textured as the background itself. Sometimes the simplest sets are the most striking.

For product stills, we enlisted Kevin Twomey to shoot on a lighter wood background to carry the theme through. Having two photographers so skilled in lighting, the assets throughout the site relate well and show off the product in a very elevated way.

See full gallery and details here.