Capturing dynamic content for Johnston & Murphy in the bustling streets of New York City required seamless coordination and creativity. With two separate crews working simultaneously, we were tasked with producing a wide range of assets—video, photography, and stop-motion GIFs—all within a tight schedule. Adding to the complexity, a key focus of the shoot was showcasing a waterproof shoe, which involved creating realistic puddles by collaborating with the fire department to open hydrants. Balancing numerous looks and ensuring the content aligned with Johnston & Murphy’s brand aesthetic while meeting the needs of multiple platforms, including print, in-store, and social media, presented a unique challenge.

The results exceeded expectations, delivering a diverse range of high-quality assets tailored to Johnston & Murphy’s various platforms. The waterproof shoe visuals, created with the help of carefully crafted puddles, became a standout element of the campaign. The agency, Yard NYC, praised the efficiency and creativity of the production process, noting the seamless coordination between crews and the ability to capture content that resonated across all intended audiences. The campaign showcased Johnston & Murphy’s style and functionality in a way that felt fresh, engaging, and uniquely New York.