The challenge

RTIC's Ultra-Tough Backpack Cooler is designed for durability, portability, and outdoor adventure. The challenge was to communicate its functionality and rugged construction through lifestyle imagery that felt authentic while keeping the product at the center of the story.

My leadership

I led the art direction for the shoot, developing the visual approach and guiding photography, styling, product placement, and shot composition. I worked collaboratively with the production team to create imagery that highlighted the cooler's versatility while staying true to RTIC's outdoor identity.

The decisions

The creative direction focused on showing the product in real outdoor environments rather than relying solely on traditional product photography.

I prioritized natural lighting, purposeful compositions, and authentic lifestyle moments that demonstrated how the cooler could fit into different outdoor experiences. Each shot was designed to balance aspirational storytelling with clear visibility of the product's features and functionality.

The outcome

The resulting imagery positioned the Ultra-Tough Backpack Cooler as a practical, adventure-ready product through a cohesive collection of lifestyle and product photography. The assets provided RTIC with versatile creative for e-commerce, digital marketing, and brand storytelling.

Capabilities: Art direction, lifestyle photography, product storytelling, creative production, visual direction, integrated marketing.