Lone Peak 9
Lone Peak is Altra's most iconic shoe. For its ninth iteration, the brief was clear: restore its legendary durability and traction reputation, and remind the world why it exists. To tell that story globally, we took the campaign to the Italian Dolomites, where I led production from concept through delivery across Americas, EMEA, and APAC.
set the tone
Before the shoot, I built mood boards and a comprehensive creative brief that did two jobs: aligned the team around a visual direction and planned every asset against a specific funnel stage. Awareness, consideration, and conversion each had a defined look from day one, so nothing was left to chance on set.
In the Dolomites, I art directed a small crew focused on both on and off-model product work. The goal was a visual language that balanced product clarity with brand energy. Motion blur and in-camera techniques added movement, while the natural environment, spring wildflowers, complementary terrain, amplified the seasonal colorways. This shoot defined Lone Peak's product photography standard going forward.
Awareness
Consideration
Conversion
creative strategy. legendary.
Back in Denver, I translated the shoot into a key visual system built around funnel stage. Zoomed-out awareness visuals for in-store and top-of-feed. Personality-driven assets for consideration. Clean, conversion-focused imagery for retail partners. This system gave designers and editors a consistent starting point for every asset and every market.
out for delivery
The launch included a $100,000 donation to Trust for Public Lands. To honor that, I designed influencer PR boxes that led with the cause, pairing a branded camping mug and carabiner with the shoe. The result felt true to what Lone Peak has always stood for: getting people outside.
as seen on IG
As a Tier 1 global launch, this campaign touched every channel. I designed emails, the PR kit, and key visuals while art directing a team of designers and collaborating with project managers to keep every deliverable on brief, on brand, and on time across three regions.
my role
Concept development, Art Direction, & Styling
producer
Tyler Gorky
photo
Tom Silvester & Anthony Lee
video
Doug Guillot
creative director
Michael Emmerson
lead copywriter
Kelly Hernandez
digital designer
Kylie Vanderheiden
motion designer
Joshua Mortimore