In October 2013, Ariat marketing employees along with Cutwater SF (our creative agency) gathered at the photo studios of Zach Gold in New York City to begin the odyssey of creating our new “Know Where You Stand” ad campaign.
The campaign imagery was designed to connect with consumers in different riding disciplines by demonstrating to them how Ariat products are engineered to perform. Engineered to make it possible for the rider to stay in motion, to give them confidence that they will be able to achieve the level of performance they are striving for.
One of the inaugural ads features Hannah Selleck – a highly-accomplished show jumper and beautiful model. After several hours and a host of different shove angles, we ended up with the an amazing shot. Exactly what we were going for.
Hannah was dressed impeccably in Ariat’s new line of show apparel to compliment her own pair of beautiful Ariat Monaco tall boots. She demonstrated evident athletic abilities by leaping past the camera for nearly an hour as Zach worked to capture just the right moment in the air. And then she stood with cool poise in a myriad of poses designed to flatter the products and deliver stunningly beautiful portraits of an athlete.