Dr. Scholl’s decided to redevelop the business model for the Dr. Scholl’s Work line for the summer of 2016. I was tasked with developing a brand identity, packaging and an image campaign for a full catalog to be complete in time for a full launch 4 weeks from our first discussion. The budget for the project was EXTREMELY limited. I was able to develop the brand identity, packaging, and execute a photoshoot for an image campaign of 25 lifestyle images, as well as 25 product shots for just under $2000. With the budget, I opted to handle production myself. I scouted locations and found a restaurant that would allows us to shoot in the morning before they opened in exchange for having their name credited in the back of the catalog. I went in on a Monday evening and interviewed several staff members to find people with personalities that I believed could come across on camera. This decision was based on budget, but also played well into the authenticity of the campaign. Each agreed to appear in the catalog in exchange for a pair of shoes. I hired one hair and make-up person and did all the wardrobe shopping myself. We arrived that Wednesday at 7am and were completely out by 11:30am. The images here are just a few samples of what was created, including production, in that 4 week timeline.