The "Dress Like a Local" campaign was developed for TJ Bailey, a fine menswear store with ties to the vacation community of Highlands, NC. The client was launching their online store and sought to position themselves as a lifestyle brand for the resort town they were located in. To achieve this, I photographed outfits with products from other local businesses to encourage shares and increase organic reach.
Each outfit was planned around the theme and feel of the local businesses it mentioned, like "The Morning Coffee Run," a collaboration with a laid-back local coffee house called Bucks.
The concept took off on social media and garnered 12,000 organic impressions within a month of being launched.
"Lazy Sunday Attire" a collaboration with Satulah Mountain Brewing Co & The Highlander Newspaper.
"The Morning Coffee Run," a collaboration with Bucks coffeehouse.
"A Night Out," a collaboration with The Ugly Dog Public House.
"Saturday Morning Reading Attire," a collaboration with The Laurel Magazine.
