Minnetonka Moccasin
Since February 2025, I’ve been the Photo & Video Content Creator at Minnetonka Moccasin. I’ve covered a lot of ground with a small team and high volume production. I work closely with the marketing team to develop seasonal campaigns, revamp product photography standards, upgrade video capabilities, increase viewership/brand awareness, develop content for key collabs and highlight Minnetonka’s featured Native artists/designers.
Video at Minnetonka
In 2025, Minnetonka released a collaboration with Netflix’s Stranger Things. I worked hands-on with the Minnetonka marketing team and the Netflix team to develop our content marketing strategy for the launch. With a specific release date and a commitment to avoid spoilers, I created video assets designed to tease and promote the collaboration without revealing plot details.
I collaborated with our marketing team to develop a clear creative brief that outlined objectives, target audience, key messages, tone, and visual direction. That brief guided multiple rounds of review and approvals with our Netflix partners to ensure all materials remained true to Minnetonka’s brand voice and met Stranger Things’ IP and collaboration guidelines.
I reimagined video content for Minnetonka with a focus on lifestyle storytelling and increasing growth. My role centers on creating more authentic, real-world visuals that show product in use by models that align with our growing target demographic. For lifestyle photo and video shoots I collaborate closely with product, sales, and marketing to identify overarching product themes, then translate those themes into shoot concepts, location scouting, and styling direction.
For the Minnetonka Reclamation Collaborative, I identified an opportunity to elevate the participating artists’ voices. Beyond updating photography, I produced a new video standard that introduced each artist, foregrounded their creative process, and gave them a platform to tell their story—strengthening the collection’s narrative while expanding our content library.
Lifestyle Photography
I’ve taken the opportunity with lifestyle photography to elevate Minnetonka’s visual identity. The primary goal is versatile content that serves multiple stakeholders while adhering to the brand’s visual guidelines. To achieve that, I advocated for expanding lifestyle shoots beyond the usual two seasonal sessions and working cross-departmentally to align with the overall theme of a seasonal or product launch.
Together with marketing, e-commerce, and sales, we developed a tiered system to identify hero styles that merit the top content treatment. This prioritization ensures our resources are focused where they deliver the most impact. The resulting lifestyle photography is repurposed across print catalogs, digital ads, emails, e-commerce product pages, and partner listings—providing consistent, on-brand imagery that supports conversion, storytelling, and wholesale relationships.
Reimagining Product Photography
I developed a new photography standard to meet the needs of multiple stakeholders across diverse sales platforms and marketing channels. The existing standard was restrictive and failed to present optimal deliverables. I proposed improving both the visual presentation and image quality to enhance sales and the user experience.
I conducted a competitive analysis of footwear industry leaders to determine prevailing practices and how high-performing styles were showcased. My research showed that best-selling styles typically combined consistent product photography with style-specific, appealing angles, supplemented by video and user generated content (UGC) style assets. Based on these findings, I recommended a revised photography standard that incorporates varied, sales-driven angles, higher-resolution imagery, and supporting video/UGC formats to align with stakeholder requirements and platform needs.
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