Shooting accessories can be tricky – especially socks. For the launch of the Tavi Noir Sport sock line, we had to get creative.
Think about it this way, you take a super fit, insanely athletic, gorgeous girl like Rocki (pictured here) who runs professionally for a living and you focus on approximately 1/10 of her body – the ankle/foot part. The real estate on the body is already small enough, but throw on a shoe and you’ve just created an ad for Nike, New Balance or whatever shoe your model is wearing. But put her in socks only and running on a track or taking a spin class is out.
Enter in the mini trampoline – one of the better $45 prop purchases I’ve made over the years. Jump shots off the tramp with a clean background gave us the ability to convey movement without losing the focus on the socks. In addition, we added a bold font in bright colors and entwined the words around her to highlight the body. I’m biased, but I think this was one of our most successful campaigns to date. An amazing collaboration with photographer Mark Tesi, designer Mike Weeks and model Rocki (Raquel) Lambdin.
