← ALL WORK

[ FOOT LOCKER // PROJECT.LOG / 2023 ]

Threaded

I developed Threaded to show how style, sneaker culture, and Black culture are intertwined. The campaign featured five Black-owned brands.

[ MY.ROLE ] Concept · creative direction · shoot art direction · photography · retouching

2.3M+impressions

+22%positive sentiment lift

5featured brands

CAMPAIGN RESULTSRESULTS + CONTEXT ↓
Four models in graphic tees and streetwear on the Threaded studio set.
Four models in graphic tees and streetwear on the Threaded studio set.
[ DIRECTOR’S.NOTES ]

  1. THE CONCEPT

    My first visual idea was a tree: branches connecting style, sneaker culture, and Black culture. That idea developed into Threaded.

  2. THE SHOOT

    I selected the models and styling, directed the set, lighting, and posing, and photographed the campaign. I also handled the shot list, image selection, and retouching.

[ CONCEPT.DEVELOPMENT ]

I developed the Threaded concept around the connection between style, sneaker culture, and Black culture.

[ SHOOT.DIRECTION ]

I selected models and styling and art directed the set, lighting, posing, and shot lists.

[ PHOTOGRAPHY + FINISHING ]

I photographed the campaign, selected the images, and handled retouching. Another ACD handled most of the film work; Foot Locker’s internal team handled other program elements.

[ THE.BRIEF ]

Develop a concept for Foot Locker’s Threaded initiative, connecting style, sneaker culture, and Black culture. I joined at project kickoff, before the creative concept had been established.

[ CREATIVE.DECISION ]

From branches to threads.

I developed the concept around the ways style, sneaker culture, and Black culture have always been intertwined. The first visual idea used a tree and its branches to express those connections; that idea evolved into Threaded.

[ REFERENCE.BOARD ]

I assembled this Pinterest board before the Foot Locker project. It records the visual references I gathered ahead of the work.

Reference curation: Faiz Ghori. Pinned images are references by their respective creators.

[ OPEN.REFERENCE.BOARD ]

[ THE.WORK ]

CAMPAIGN PHOTOGRAPHY + FILM CONTEXT

[ 01 / PORTRAIT + LIFESTYLE ]

photograph the person and the collection.

I selected the models and styling and directed the set, lighting, posing, and shot lists. The work featured Future Is Color, By Lambo, Hella Bay, Gratitude Chicago, and For the Fan.

Seated model in a blue Gratitude Academy tee, framed by yellow flowers.
Seated model in a blue Gratitude Academy tee, framed by yellow flowers.
Portrait of a model in a brown graphic tee and striped knit hat.
Portrait of a model in a brown graphic tee and striped knit hat.
Seated model wearing a dark Gratitude Academy tee and camouflage trousers.
Seated model wearing a dark Gratitude Academy tee and camouflage trousers.
Model in a black hand-print hoodie and camouflage trousers.
Model in a black hand-print hoodie and camouflage trousers.

[ 02 / PRODUCT + CRAFT ]

styling and product details.

My responsibility continued through image selection and retouching. The selected photographs move between the complete look and closer views of lettering, graphics, and garment details.

Close-up of a woven label on dark shorts beneath a graphic tee.
Close-up of a woven label on dark shorts beneath a graphic tee.
Two Gratitude Academy looks with a white basketball.
Two Gratitude Academy looks with a white basketball.
Printed trousers and sneakers on a patterned rug.
Printed trousers and sneakers on a patterned rug.

[ 03 / CAMPAIGN.CONTEXT ]

the campaign in motion.

The wider Threaded film provides context for the campaign.

Threaded / campaign film

Another ACD handled most of the film work. My contribution covered concept development and the campaign photography.

Play here, or open the film separately.

OPEN FILM ↗

[ RESULTS ]

2.3M+impressions
+22%positive sentiment lift
5featured brands

Foot Locker reported the impression and sentiment figures for Threaded. They are not attributed to the still photography alone. The five brands describe the featured program. [ REPORTING.CONTEXT ↓ ]

[ ASSET.ARCHIVE ] — 32 images
Rear view of a black tee with oversized hand-lettered graphics.
Model wearing a white graphic tee against a beige paper backdrop.
Rear view of oversized lettering on a white graphic tee.
Landscape group portrait of four models on the Threaded set.
Model wearing a green graphic tee, cargo trousers, and bucket hat.
Rear view of hand-lettered graphics on a green tee.
Model holding a white basketball beside the studio bench.
Full-length portrait of a model in a graphic tee and black cycling shorts.
Seated model holding a white basketball on the Threaded set.
Rear view of a model holding a basketball over one shoulder.
Profile portrait showing a striped knit hat and embroidered tee detail.
Three models in coordinated graphic tees on a beige studio set.
Rear three-quarter portrait of a white tee and olive knit hat.
Model wearing a white Universal Sound graphic tee.
Full-length portrait in a navy graphic tee, jeans, and a baseball cap.
Back print on a navy graphic tee, photographed beside yellow flowers.
Close-up of a baseball cap and the back graphics on a navy tee.
Seated portrait in a brown graphic tee and cream trousers.
Two models wearing black and white Gratitude Academy tees.
Close view of two Gratitude Academy outfits and a white basketball.
Close-up of the printed graphics on a white tee and black shorts.
Group portrait of four models in Gratitude Academy clothing.
Four models interacting on the Gratitude Academy studio set.
Landscape portrait of a seated model in a blue Gratitude Academy tee.
Three models wearing Hella Bay graphic tees.
Four models posing in Hella Bay clothing on the studio set.
Alternate group portrait of four models in Hella Bay clothing.
Rear view of a black hoodie with a large green back print.
Seated model in a white tee and printed black trousers.
Rear view of a white tee with an outlined back print.
Three models wearing printed tees and a black hoodie.
Rear view of a black hoodie, baseball cap, and jeans.
[ CREDITS + OUTPUT ]
[ OUTPUT.MAP ]

CREATIVE CONCEPT // CREATIVE DIRECTION + SHOOT ART DIRECTION // CAMPAIGN PHOTOGRAPHY

[ COLLABORATION ]

Foot Locker // Threaded

[ FULL.LOG ] — project background

[ SYSTEM.SPECS ]

CLIENT
FOOT LOCKER
ROLE
CONCEPT DEVELOPMENT + CREATIVE DIRECTION + ART DIRECTION + PHOTOGRAPHY
OUTPUT
THREADED // BLACK BUSINESS MONTH 2023
STATUS
CLIENT-REPORTED 2.3M+ IMPRESSIONS // +22% SENTIMENT LIFT

[ THE.SYSTEM ]

The 2023 Black Business Month work featured five brands: Future Is Color, By Lambo, Hella Bay, Gratitude Chicago, and For the Fan. The photographs place their collections within a shared visual treatment.

[ THE.WORK ]

  • concept: developed the idea from a tree-and-branches metaphor into Threaded.
  • direction: selected models and styling, and art directed the set, lighting, posing, and shot lists.
  • photography: photographed the campaign and handled image selection and retouching.
  • collaboration: another ACD handled most of the film work; Foot Locker’s internal team handled other program elements.

[ OUTCOME ]

Foot Locker reported 2.3M+ impressions and a +22% lift in positive brand sentiment. These figures describe reported campaign performance; they are not attributed specifically to the still photography.