You know when you drink a gallon of coffee and conjure up an entire catalog on a Saturday morning? That's what happened when I set out to make Summer of Spontaneity; which heralded the return of SWELL's beloved catalog.
In order to tell a full product story, I broke the catalog into three parts: a summer morning, a beach-filled summer day, and a hot summer night. This allowed us to tell important product stories like active wear, swim, and festival. To add dimension to the story, we made sure to include non-transactional elements to the catalog like summer smoothie recipe, tips for beginner surfers, and the model/muse's summer playlist.
While not able to be on location in Australia, I detailed every shot for the photographer. I also wrote all the copy, designed and directed the studio shoot (utilizing plants, exposed lighting rigs, and photo studio sweeps); and just had a blast in general. Click here to see my process, along with all the studio shots and copy.
The catalog does not exist online since SWELL has since been merged with Surfstitch in Australia, but I am trying my hardest to find a copy to share.