TropicFeel

Tropicfeel's sneakers are built to be light and to travel, and the pictures had to show it before anyone reads a word. We shot the range mid jump on flat colour, so each pair looks as light as it feels.

Holding a pair up shows the knit and the sole without a stand in the way. Worn frames show the fit and how the colours sit with everyday clothes. Every set was lit the same way, so a product post and a lifestyle post belong together.

Materials and features are hard to photograph, so we designed them. A recycled bottle count, feature callouts and a reduce, reuse, recycle series use the same palette as the photography, so the feed reads as one campaign.

One set took the range outside, onto stone and leaves, to show the sneakers where they are meant to be worn. It gives the feed a break from flat colour without leaving the palette.