Lone Peak 9
Altra’s flagship trail shoe, the Lone Peak, entered its ninth iteration with a focus on restoring its legendary durability, traction and comfort. To resonate with a global audience, we ventured beyond Altra’s Rocky Mountain roots to the breathtaking Italian Dolomites. From on-set direction to leading a creative team in Denver, I managed and directed this project from start to finish.
set the tone
To ensure the shoot’s success, I developed comprehensive mood boards that guided the team’s creative direction. With foresight, I planned assets tailored to the consideration and conversion funnel stages, capturing visuals for Altra’s internal paid media and equipping retailers with versatile materials to create their own campaigns.
The results exceeded expectations. We captured everything we set out to achieve, blending product-focused imagery for sales with brand personality. Motion blur and other in-camera techniques added energy, while vibrant environmental details, like flowers and complementary colors, enhanced the spring colorways. The balance of clarity and creativity brought the Lone Peak 9 to life.
Awareness
Consideration
Conversion
creative strategy. legendary.
Key visuals balanced product clarity for retailers with dynamic motion blur to convey brand energy. Each design aligned with a specific funnel stages: zoomed-out awareness visuals for in-store posters, personality-driven consideration assets, and conversion-focused imagery showcasing product value.
out for delivery
This launch included a $100,000 donation to Trust for Public Lands, which we highlighted in the influencer PR boxes. To elevate this experience, I included a branded camping mug with a carabiner, reinforcing the Lone Peak’s legendary and adventurous spirit.
as seen on IG
As a Tier 1 launch, this campaign spanned all channels. I designed emails, the PR kit, and key visuals, while managing and art directing a team of designers to ensure consistency across assets. Partnering with project managers, I ensure all deliverables met deadlines and stakeholder expectations.
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