FIELDWORK midwestern emo collection

This was a full-scale branding project that included my own art direction, design, and photography.

Inspiration for this project, titled “Midwestern Emo”, came from those angsty summer nights as a small-town midwesterner. Intentionally ironic and even a bit stupid, this collection of clothing references both the blue collar and streetwear spaces.

Photography

For the editorial shoot, a Sony CyberShot digital camera was used to accurately reflect the late 90’s/early 2000’s influence on the collection. The photos were shot with a small group of local models in a friend’s house that was being reburbished at the time. Combined, it gave us the perfect grungy backdrop.

The lookbook photos were shot in studio on a Sony A7iii. These photos were used on the FIELDWORK website and focused more on the details of the graphics and garments.

Video

This short recap video was shot on a VHS camera and then brought into Premiere Pro for edits and tweaks. The raw footage was shot by a friend, and edited by me. The goal was to have the video fill in the gaps the photos missed and provide more context to the site of the shoot, while adding music and some commentary to really immerse the audience and nail down the angsty feeling we were going for.

Social Media

Here are some example posts and assets that were used exclusively on our Instagram page. The goal with these posts are to 1) tease the product in an interesting way, 2) provide a sort of mood board to give followers a holistic view of the inspiration we are using for the collection. Grimy kitchens, old trucks, a big ol’ screw, duct tape, etc.

 FIELDWORK royal oaks collection

Creative direction for this project came from the idea of a made-up place in the Midwest called “Royal Oaks”. This fictional small town was made up of hunters, bikers, farmers, and workers alike.

I handled all creative direction, graphic design and editorial photography.