REDTAPE
Campaign photography for Redtape, an Indian footwear brand: lifestyle, product and single-model frames built for their web launch. The images later ran on billboards in New Delhi and in stores.
Redtape is an Indian footwear brand, founded in 1996 and sold internationally. The work was a run of independent commissions for their shoe line, shot between Pattaya and Bangkok across 2017 and early 2018 and built for the brand’s web launch: a lifestyle shoot with a full cast, a studio round of product only, and a single-model series around Bangkok. I ran the project end to end, from concept and casting through the shoot and post-production, with retouching on part of the sporty set done by an outside retoucher.
The lifestyle frames put the shoes where the customer imagines themselves: poolside, on rooftops, on the road with friends. The product work carried the same light so the two would sit together on a single page. In the studio, the shoes were hung on wire and lit in place, then shot tethered. The images later ran on billboards in New Delhi and as printed in-store material.