Jackfield
Geared for success.
Big ideas, real impact.
A closer look at the problem, the thinking behind the work, and what changed once it was out in the world.
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The Ask
Jackfield needed to show its commercial-fishery and hunting apparel in action. The mandate was absolute authenticity: real hunters, real commercial fishermen, and rugged, genuine environments rather than staged studio setups.
Problem
The campaign needed believable visuals that showed the rugged spirit of hunting and commercial fishing rather than a staged version of it.
Constraints
The commercial-fishery shoot took place on the water in real conditions. When the planned female fishers became unavailable on the day, the production was short a subject without an immediate backup.
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The Thinking
When the planned female fishers could not make the commercial-fishery shoot, I put on the high-visibility gear, found my sea legs, and stepped in front of the lens. I art-directed the hunting and fishery shoots around real locations and real participants, then carried that energy through photo post-production, billboard layouts, and social-video edits.
Product
A multi-channel apparel campaign grounded in authentic locations and real people.
Role
Creative Director, Art Director, Editor & Photo Post-Production
Team
Cora Brown + Newfound Marketing, The Marketing Department, and Chris Crockwell (Photography)
Timeline
Location production → post-production → campaign rollout
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The Result
A rugged, believable campaign library built from real locations, real people, and a practical response to the unexpected.
Outcome
The commercial-fishery campaign appeared across billboard, website, Instagram, and catalogue placements, while the related hunting imagery and social video extended the story across the product range.
Picture this: real hunters, authentic commercial fishermen, and one brave (and slightly seasick) Art Director, all decked out in high-visibility clothing.
That extra catch.
Photoshoot, Commerical Fishery Apparel
Art Director/Photo Post-Production, Cora Brown
In Partnership with Newfound Marketing & The Marketing Department
When Jackfield needed genuine folks for their hunting and fishing shoots, they spared no expense. Real hunters and fishermen took the stage, ready to showcase the rugged spirit of their pursuits. But fate had a twist in store.
The female fishers had other plans that day.
Cast your net.
Billboard, Commercial Fishery Apparel
Creative Director/Art Director, Cora Brown
In Partnership with Newfound Marketing & The Marketing Department
Cue the unexpected hero (that's me!) stepping into the spotlight.
The clothes might not have fit like a glove, and the rolling waves tested my sea legs, but nothing was going to stop this shoot!
Imagine this Art Director turned accidental model, channeling her inner fisherwoman, looking like a pro (at least trying to) in the Jackfield gear. From that point on, I was immortalized in their marketing campaign, gracing billboards, websites, Instagram feeds, and even found a cozy spot in their catalog.
Built by Jackfield.
Social Video, Commercial Fishery Apparel
Creative Director/Art Director/Editor, Cora Brown
So, the next time you spot those captivating Jackfield ads, remember the untold story behind the scenes - a tale of bravery, a touch of seasickness, and the triumph of authenticity!
Get ready to dive into a world where high visibility clothing meets real-life adventures, courtesy of Jackfield. It's not just about hunting or fishing; it's about embracing the unpredictable and shining a light on the genuine spirit of exploration!
Hunting season is here.
Social Video, Hunting Apparel
Creative Director/Art Director/Editor, Cora Brown
Where social skills meet outdoor thrills.
Social Video, Hunting Apparel
Creative Director/Art Director/Editor,
Cora Brown
Elevate your hunting game.
Photoshoot, Hunting Apparel
Art Director/Photo Post-Production, Cora Brown
In Partnership with Newfound Marketing & The Marketing Department
Photography by Chris Crockwell