EMS CAMPAIGN SS24

Photography by Mike Wainwright

My Role
Creative producer and shoot director for Eastern Mountain Sports’ final apparel campaign.

Challenge
Develop a full marketing shoot for an upcoming collection with zero production budget, during a time when the company was quietly preparing for bankruptcy.

Approach
Leveraged community relationships and creative resourcefulness: sourced a skilled photographer from the EMS community willing to work for credit, and recruited friends from my NYC network to model in exchange for outdoor gear. Styled and directed the shoot to capture the brand’s adventurous spirit while working entirely with volunteered time and grassroots support.

Outcome
Delivered a high-impact campaign that kept EMS’s visual identity alive across social and digital channels through the brand’s final days. The shoot became a symbol of what EMS stood for: community, resilience, and love for the outdoors, even in its last chapter.