Early this year I was contacted to shoot a campaign by the italian shoes manufacturer Garmont International.

The request was to create a huge amount of photos for different usage:

2020 Workbook cover and inside images
Photos for print and web commercials
Social Media images
E-commerce images
Pictures to use for big prints on stands and banners

The shoes were designed for different outdoor activities,

such as Via Ferrata, approach, backpacking and

hiking, as well as active travel and lifestyle.

After the in-house consultation where I was informed about the #StayWild concept, I was asked to take care of all of the pre-production and shooting.

The preproduction consisted in:

• Location Scouting

• Model Casting

• Logistics

• Equipment organisation

• Documents and finances managing

First of all we decided to split in two parts the shooting, due to the number of final images requested.
We then choose to do the first one in mid-spring, whilst the second during late June/early July.

For these shootings I already had in mind proper models whom I knew could manage to do the job properly. After getting in touch with all of the models, I already had in mind who to choose based on the pair of shoes and activity.

Before everything else, I had to find a good place where to shoot that could work for a Spring/Summer shooting for the mid-spring shoot.
The first problem at that time was the awful weather that was hitting Italy, with huge amount of snow falling all over the Country, so the shooting schedule itself was at risk.

After spending days and hours in the research for the best location, I spotted the only place where sun was shining and snow was not a problem: Alpi Apuane in Tuscany.

Two days later we set sail for Tuscany.

The three days shooting proceeded not without some unforeseen problem, with which every time I had to deal in a different way. What is sure is that I took home the first part of the job.

For the second shooting, the client requested places where not many commercial shootings happened, so, basically, no Dolomites.

So I proposed to shoot in my Region and nearby regions in South Italy, where, from what I can remember, there’s never been any outdoor commercial shooting before.

Locations chosen:

Castelmezzano, Basilicata - Via Ferrata
Vietri sul mare, Campania - Active travel, lifestyle
Sentiero degli Dei, Campania - Hiking
Monte Meta, Lazio - Backpacking

Once the shootings were finished it was time to post process the images.

Together with Garmont team we chose a style to stick with, to give the brand a cohesive and recognizable style.

I took care of all of the post processing, which consisted of:

• Photo Selection - done with Marketing Manager

• Image editing

• Retouching where needed

Reference

“Francesco has two increasingly difficult qualities to find in a professional: he does not get scared in the face of difficulty and is not afraid to get involved, knowing that he can always do better. Precise and attentive to detail, it is a pleasure to work with him.”

— Mauro Baldini, Garmont Marketing and Communication Manager