Shinola

I was hired by Shinola as Photography Director, working closely with the brand’s creative director to develop and oversee the visual narratives for the Mother’s Day, Father’s Day, and Fall campaigns. Together, we crafted editorial-style imagery and storytelling that reflected Shinola’s tone and values—rooted in craftsmanship, authenticity, and a deep sense of place. My role involved assembling the team—photographer, producers, stylists, and talent—and guiding the creative process to reflect Shinola’s Built in Detroit ethos and enduring dedication to craftsmanship.

The Fall 2018 Campaign was particularly special. Inspired by the Arts and Crafts movement that took hold in Detroit during the early 20th century—a philosophy that championed beauty, integrity, and skilled craftsmanship—we set out to connect that legacy to Shinola’s own devotion to thoughtful, well-researched design. We photographed on location at Cranbrook Academy of Art, Frank Lloyd Wright’s house, and the Saarinen Center—spaces steeped in the ideals that shaped Detroit’s artistic identity.

For the Mother’s Day campaign, we paired portraits of models with intimate images and interviews of Shinola staff, weaving in their personal stories and memories of their mothers throughout the catalog. One of the most inspiring parts of the project was photographing inside the Shinola factory, where we witnessed true craftsmanship in action—the precision, pride, and care that each maker brought to their work, from assembling watch movements to stitching leather goods.

The Father’s Day campaign brought a different kind of energy—active and spontaneous. We shot at a local baseball field where the models, both kids and adults, quickly forgot we were even working. Between innings, the photographer raced across the field capturing unscripted, joyful moments that embodied the brand’s spirit. Later, we carried that same playfulness into neighborhood streets, riding bikes and tossing a football as the day unfolded.

What I loved most was the spirit of collaboration that carried through every shoot—the sense that everyone, from the staff to the founder, was part of the creative process. Between takes, the sets felt less like productions and more like conversations.

Team:

Company: Shinola
Photo Director: Amber Terranova
Creative Director: Bao-Tran Hunyh
Photography: Jacqueline Di Milia