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Filson

Modernizing outdated product photography

Art Direction
·
2012

Filson

Modernizing outdated product photography

Art Direction
·
2012

History sets the template

Filson, the original Gold Rush outfitter, has been supplying outdoorsmen and women with overbuilt clothing for well over 100 years. After a private equity acquisition, the brand’s product photography, unchanged since for decades, needed modernization. Drawing from historic references, every SKU was restyled and photographed, with early 1900s catalog illustrations serving as inspiration for styling flat lays.

Detail, front and center

Filson manufactures products that last a lifetime, so it’s important to highlight the overbuilt details and aging process of the garments and accessories. Soft, angled, and natural light showcases the heavyweight materials and deep earthy color, emphasizing the craftsmanship and durability that are central to the brand’s legacy.

Styling

At the time of acquisition, catalog and e-commerce sales accounted for the largest percentage of the brand’s revenue. Both demand high-quality imagery. Multiple angles of each product, meticulously styled, have enhanced the shopping experience for the Filson customer by leaving nothing to the imagination — what you see is what arrives on your doorstep.

Lead Art Director: Danny Harmon

Creative Director: Maurizio Donadi

All images © Filson