Wool & Prince
Client
Wool & Prince
Services
- Director
- Creative Direction
- Design
- Strategy
Year
2025
Category
Brand Campaign
Overview
Wool & Prince makes clothing from merino wool and natural fibers — built to wear hard, wash less, and get better with age. They needed content that matched the product's honesty. No mountain peaks, no golden hour. Just real clothes doing real things.
Challenge
Most clothing brands default to aspirational fantasy. Wool & Prince's audience doesn't buy that — they buy things that last. The challenge was making functional clothing feel genuinely compelling without reaching for clichés.
Solution
I started with a full brand audit — dug into how Wool & Prince was showing up, where the messaging was falling flat, and what the brand actually stood for at its core. From that I built the strategy and concepted the photo shoot as the first place to put it into practice. I shot on a working farm in the Pacific Northwest. Muddy ground, overcast skies, sheep that had no interest in my shot list. I put the clothes through it and photographed what happened honestly.
The Shoot
I didn't art direct the mud. I didn't move the animals. I found the frames that already existed inside the chaos of a working farm and let the product sit inside them. The result is images that feel like evidence rather than advertising.
Fleece Vest — details.
The brief: wear it hard.
Digital Design
Beyond the shoot, I designed the landing page and product pages that the content would live inside. The goal was the same as the photography: make the clothes the center of gravity, not the chrome around them. Clean typography, generous white space, photography doing the selling.
Landing page + product page.
Social
The shoot also fed a set of direct-response Instagram ads. Each ad was built around a single use case — work, travel, play, everyday — keeping the copy as spare as the photography. Performance-oriented but never loud.
Instagram ads — four variations.
1
Shoot Days
80+
Images Delivered
8
Digital Ads
Portland
Location
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