how can you inspire your audiEnce to live closer to nature?
MEATEATER TURKEY HUNT
Aspirational, Attainable, Authentic
Meateater and its growing family of brands are the foremost authority in hunting and fishing.
Our challenge was to not only capture lifestyle imagery; showcasing our product in its natural environment, but to draw these brands together under a comprehensive strategy.
Within each brand’s unique guidelines, we captured imagery that tells the story of the entire Meateater ecosystem: aspirational, authentic and honoring the rich traditions of hunting and fishing.
Client: MeatEater ( Outdoor Lifestyle Brand )
Brand Challenge: Bring together a family of brands under one umbrella.
Role: Creative Strategy, Photographer
Collaborated With: Brand Producer, Senior Photographer, Associate Producer, Product Development
Creative Brief
Company Overview:
MeatEater Inc. is the leading lifestyle outdoor brand, producing award-winning media in the hunting and conservation space. Their TV shows, Podcasts, Books, and Articles are a go-to source of entertainment and information for millions of outdoor recreators. Under their umbrella are several hunting gear subsidiaries whose mission is to equip outdoorsmen in their wilderness pursuits. They are trailblazers of the content-to-commerce model and have revolutionized the perception of hunters.
Project Overview:
Our assignment for this multi-day shoot was to capture lifestyle product imagery to support new product launches. Sticking to our philosophy that the best way to showcase a product is to actually use it in the environment for which it was designed– yielding authentic never staged imagery. Our challenge was to represent our family of brands (MeatEater, First Lite, FHF, Phelps Game Calls, DSD) together and their respective products, while also keeping the imagery in tone with their individual brand identities.
Project Goals:
Support new product launches through field imagery. Build brand loyalty and generate sales among turkey hunters and those who buy for the hunters in their lives.
Deliverables:
Field imagery of our on-camera talent actively hunting in the Montana wilderness. All imagery is captured and edited following brand guidelines.
Target Audience:
The ambitious western hunter.
Brand Positioning:
Modernize the hunting industry, positioning MeatEater as an industry leader paving the way for hunters.
Competitors:
KUIU, Sitka, Mossy Oak
Style guide
Wild | Aspirational | HONEST
Imagery Guidelines:
Showcasing the culture, traditions, and pursuits of hunters in the field. Capturing beautiful professional imagery of the whole trip, not just the final moments of a hunt. Imagery focused on capturing the emotion, seriousness, and silliness of the hunters and capturing the product in use. All culminating in a photographic catalog that wholistically represents the community of sportsmen that First Lite serves.
Brand Identity:
Imagery serves as an integral part of defining the MeatEater Brand, showcasing their product in use on real hunts and in real scenarios is paramount to upholding the authentic, honest brand values that build customer loyalty. The images are professional but raw. Elegant but not over-edited. Nor do they distract from or make light of the beautiful and sobering acts and passions of hunting.
