The Brief
33.9 is an independent footwear brand from Texas inspired by the philosophy of legendary basketball coach Bill Musselman.
For the launch of a new blue sneaker, the brand commissioned a holiday lifestyle campaign set in New York City. The objective was to create a library of authentic visual assets for social media and digital marketing rather than traditional product photography.
Working with a small production team, we developed a simple narrative around a couple spending the day in the city while shopping for a Christmas tree, allowing the product to become part of a believable seasonal story instead of the sole focus of every image.
Creative Direction
The client wanted the campaign to feel natural rather than highly produced. A previous shoot had relied on extensive lighting and a large crew, resulting in imagery that felt staged. This time, the goal was the opposite: available light, a minimal production footprint, and authentic moments that reflected the energy of New York during the holiday season.
Working without a formal shot list, we allowed the locations, changing light, and spontaneous interactions to shape the sequence. The result was a flexible content library that could be adapted across social media, seasonal promotions, and future marketing.
Outcome
The campaign delivered a versatile library of holiday lifestyle imagery designed for social media, product launches, and seasonal marketing. By combining authentic moments with product-focused photography, the final collection reflected the brand’s preference for natural storytelling over traditional commercial production.
In Use
The resulting imagery was published across the brand’s Instagram feed, Stories, and seasonal promotional content throughout the holiday campaign, providing a consistent visual narrative across multiple touchpoints.
Project Details
Client
33.9 Footwear (Texas)
33.9 Footwear (Texas)
Industry
Footwear / Lifestyle
Footwear / Lifestyle
Location
New York City
New York City
Production
3-hour location shoot
3-hour location shoot
Deliverables
Holiday lifestyle content library for social media
Holiday lifestyle content library for social media
Photography
Viktor Turba / VMPhotography
Viktor Turba / VMPhotography
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