Irish Setter Boots

For the 2018 Irish Setter footwear campaign, Craig and his team assumed the responsibilities of the complete production for the shoot. They coordinated locations, talent, location scouts, accommodations and craft services for talent, crew, and Irish Setter representatives. Locations and settings needed to be chosen based on what the client needed to best show their footwear in the most authentic way. Craig’s expertise and understanding of the farming, manual labor, and hunting industries were key to helping the agency show the Irish Setter products in a way that would market it to the right people.

Authenticity is a priority to Craig and his team. The chosen locations for this shoot included farming and large farm equipment, ranching, mechanical work, and hunting. And in the spirit of authenticity, professional models were not used. Talent was chosen based on the individuals’ experience in the field they were representing. The agency representatives put their trust in Craig to pair talent, wardrobe, locations and industry with the proper product being highlighted.

The team began at a farm in Southern Illinois, focusing on farming, ranching, mechanical work, and hunting. After photographing one particular boot pattern for a Midwest white tail deer hunt, they moved their shooting location to a private ranch outside of Missoula, Montana. Craig’s experience in the hunting and outdoor industry was essential in pairing the proper location and scenario for each boot and camo pattern. The Montana shoot focused specifically on elk hunters in order to highlight a specific boot and pattern to their needs.

To portray Irish Setter brand work boots as the ideal solution for the hard-working Americans. Images needed to capture authentic light, emotion, details and the overall versatility of the brand.

Craig Watson and his team supplied a full library of images that give viewers a real-life, in the field experience, highlighting the genuine craftsmanship and quality the brand provides.