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.
The inaugural ads were slated to feature J. B. Mauney – one of Ariat’s stable of professional bull riders who was riding a trajectory toward the top of his sport – and Hannah Selleck – a highly-accomplished show jumper and beautiful model.
J.B. came to the studio just a couple of scant weeks before the World Championships, knowing that with luck he would make it all the way. We proceeded to have him jump in the air and get shoved sideways repeatedly. He was everything that is gracious and willing – everyone in the studio really enjoyed working with him. His lovely wife Lexi stood by, cringing when he missed a landing.
After several hours and a host of different shove angles, we ended up with the an amazing shot. It simultaneously captures a snapshot of the kind of movement a bull rider makes every time he rides, the expression of focus and awareness that earth is approaching at high speed and the confidence that you’re going to land on your feet. 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.