Benchmark by Old Gringo: Setting a New Standard in Men’s Western Footwear
Elevating craftsmanship and storytelling for the iconic 50-State Boot Collection
Insight
Old Gringo, renowned for its exceptional craftsmanship in women’s western boots, sought to establish its men’s brand as a contender in the luxury western market. With their 50-State Boot Collection—a first-of-its-kind project—they needed to create compelling visuals that reflected the prestige and quality of their designs. To meet this challenge, they turned to me to bring the collection to life through photography that would position the boots as heirloom-quality staples of Western style.
As the creative and photography team, we were responsible for:
Translating Old Gringo’s vision into a visual narrative that appealed to affluent “Men of Means” and collectors of western memorabilia.
Sourcing talent, locations, and props that aligned with the luxurious tone of the collection.
Executing a multi-phase photoshoot under tight deadlines to deliver high-quality images for multiple marketing platforms.
Idea
To position Benchmark boots as timeless, high-end pieces, we developed a strategy focused on:
Sophisticated Visuals: Designing scenes that reflected the lifestyle of affluent collectors, blending heritage and modernity.
Luxury Storytelling: Highlighting the intricate craftsmanship and unique identity of each boot.
Versatile Content: Creating imagery adaptable for print, digital, and social media use.
Execution
This comprehensive project spanned multiple phases, showcasing our ability to deliver exceptional results under tight timelines:
Pre-Production Leadership
Collaborated with Old Gringo’s team to understand their goals, creative brief, and audience.
Curated talent, scouted locations, and designed sets that embodied the brand’s vision.
Photography
Captured over 600 images across three distinct scenes, focusing on showcasing the boots’ craftsmanship while leaving space for advertising copy.
Directed talent to evoke a luxurious and aspirational tone that resonated with the target audience.
Post-Production Excellence
Delivered 20 meticulously retouched images, optimized for print, web, and social media.
Worked closely with Old Gringo to ensure the final assets met their exact specifications.
Timely Delivery
Managed a fast-paced schedule to ensure the assets were ready for use in campaigns, including the Cowboys & Indians anniversary issue.
Deliverables
Print Advertising: Stunning visuals designed to captivate luxury-focused readers.
Display Advertising: High-impact images for digital banners and campaigns.
Old Gringo Website: Enhanced visuals to showcase the Benchmark Collection.
Social Media: Engaging content to generate buzz and connect with the audience
Impact
This campaign marked a pivotal moment for Old Gringo’s men’s brand. Our contributions helped elevate the Benchmark boots to stand among the ranks of legacy western wear brands, reinforcing their status as a leader in the industry. The cohesive, high-quality imagery captured the attention of both “Men of Means” and collectors, laying the foundation for the successful launch of the 50-State Boot Collection.
Ready to level up your content?
Want to partner with us on your next project? Us too! We would love to hear more about your vision, so contact us to get started and see how we can help bring your brand to life.