When the creative director at University Tees reached out about collaborating on a West Coast-themed lifestyle photoshoot for their new apparel line, I knew it was a perfect fit. The creative vision was built around authenticity, relatability, and adventure—key elements that shaped the campaign’s direction. Designed to showcase the new apparel and connect with college students, the project told a vibrant story of lifestyle, exploration, and spontaneity.
Final campaign images featured in social media, capturing carefree energy on the Venice Beach boardwalk.
University Tees, which has a strong presence on college campuses across the U.S., wanted this collection to highlight fun, inclusivity, and real-life moments. While their marketing was well-established in the eastern U.S., this campaign presented an opportunity to expand their reach on the West Coast. Working closely with their marketing team based in Cleveland, Ohio, I helped refine the creative approach—selecting locations and integrating spontaneous, on-brand elements.
Drawing on my experience photographing throughout the region, we built a flexible framework for the shoot, identifying key locations and concepts while leaving room for improvisation. This ensured the visuals felt authentic and captured the brand’s energy. Here’s a deeper look into how we brought the campaign to life across Los Angeles, Phoenix, and Tucson.
Location Strategy: Finding the Right Backdrops
Choosing the right locations was crucial in defining the visual identity of the campaign. The selection process was highly collaborative, with the Cleveland team leveraging my expertise in scouting locations across Arizona and Southern California. When scouting, I focus on brand alignment, noting each location’s unique attributes—its atmosphere, mood, color palette, and suitability for various campaign styles. I also consider lighting at different times of the day as well as across seasons, as the sun’s positioning can dramatically alter the depth, color vibrance, and overall visual appeal of a scene.
Production logistics are also an important consideration for on-location shoots. Permitting requirements, crew accessibility, and overall feasibility are always factored into my process, particularly when working with mid to large-sized crews. Over the years, I’ve built relationships with venue owners, property managers, and permitting agencies, which has been invaluable in navigating approvals, securing access, and ensuring a smooth production workflow.
For University Tees, we needed settings that reflected the energy of college life while embracing the sunny, laid-back aesthetic of the West Coast. The team had initial ideas, and I contributed additional options that aligned with their vision. Through planning sessions, we refined the list—prioritizing locations that offered accessibility, versatility with multiple scenes within walking distance, and a visually dynamic aesthetic that complemented the brand.
While having a plan in place was important, we also wanted to incorporate spontaneous moments throughout the shoot. As a lifestyle photographer, I’m always looking for opportunities for candid shots that feel natural and real. This required staying adaptable on location and embracing unexpected occurrences as they arose. Here are the locations we selected and how each contributed to bringing our vision to life:
Venice Beach Boardwalk
Venice, California
With the sand and ocean just steps away, Venice Beach’s iconic mix of palm-lined walkways, colorful beachfront houses, and a diverse street scene provided a dynamic backdrop. The boardwalk, buzzing with skateboarders, street performers, and artists, brought an organic, free-spirited energy to the setting.
Westfield Century City Mall
Los Angeles, California
This aesthetic, open-air mall balanced urban energy with a social, youthful atmosphere. Its modern walkways and trendy storefronts reflected the everyday college experience—shopping, gathering, and connecting.
Roosevelt Row Arts District
Phoenix, Arizona
With its massive murals, indie galleries, and thriving creative culture, Roosevelt Row added bold color and an artistic edge to the campaign. Street art by local and internationally recognized artists lined the walkable district, offering dynamic and visually striking backdrops.
Warehouse Arts District
Tucson, Arizona
Once an industrial hub, the Warehouse Arts District now thrives as a creative space, blending historic brick warehouses with large-scale murals and repurposed artist studios. The mix of exposed textures, soft desert tones, and native Arizona elements—like saguaros and rugged landscapes—gave the shoot a unique, regionally rooted aesthetic that felt both artistic and effortlessly cool.
Production Approach: Balancing Structure with Spontaneity
With the creative plan in place, we structured a four-day production schedule—two days in Los Angeles, one in Phoenix, and one in Tucson. To keep the approach streamlined, we established a flexible framework with key anchor points to showcase the full range of new apparel while highlighting each location’s defining elements. At the same time, we prioritized spontaneity, allowing us to improvise and adapt to the models’ natural energy—an environment I thrive in, balancing structure with a fluid, intuitive creative approach.
The in-house marketing team traveled from Cleveland, while I arrived from my home base in Phoenix, Arizona with a minimal yet versatile setup consisting of two cameras and three lenses. I primarily worked with my 70-200mm and 50mm prime, keeping a wide-angle lens on hand but using it sparingly. I also brought a portable lighting kit but relied mostly on natural light, using artificial lighting only when necessary to maintain a natural, authentic look.
To further convey authenticity, I mostly worked within the medium focal range (50–85mm), which closely replicates how the human eye perceives depth and perspective. This helped create images that felt natural and relatable. Shooting from eye level and utilizing natural light further reinforced the effortless, organic feel of the visuals.
Short behind-the-scenes video on the boardwalk, shooting with a 70-200mm and natural light as a model works through poses.
Securing permits for public spaces was a key logistical step, especially since each location remained open to the public. We worked closely with Film LA, whose team was highly responsive and guided us through the approval process, ensuring everything was in place so we could shoot uninterrupted. Their on-site representative helped keep the production running smoothly, handling any permit-related matters and location logistics as they arose, allowing us to stay focused on capturing creative imagery.
Setting the Tone: Venice Beach Boardwalk
The first location for the shoot was the Venice Beach Boardwalk, chosen for its vibrant and dynamic atmosphere, making it the ideal setting to establish the tone for the day. The team collaborated with two skilled models, who also happened to be best friends, serving as ambassadors for University Tees. Their energetic and engaging demeanor fostered a collaborative environment that elevated the overall quality of the content.
The shoot involved capturing a diverse range of apparel, necessitating a systematic and efficient workflow. While one model was photographed, the other utilized a designated nearby dressing area to prepare for the next segment. This approach ensured a continuous and productive momentum throughout the day.
To structure the shoot while maintaining flexibility for spontaneous moments, we established key anchor points that would capture the essence of Venice Beach. The boardwalk, buzzing with movement, was a focal setting—people walking, skateboarding, browsing shops, and gathering around vendors and street performers, creating a dynamic and ever-changing backdrop. Just beyond, we identified the palm tree-lined grassy areas as another anchor point, framing the space and leading seamlessly into the beach, reinforcing the laid-back coastal atmosphere. We also incorporated select storefronts from our mood board, choosing architectural details that added character and texture to the environment. These elements served as creative touchpoints, providing a strong foundation to work from while still allowing room to capture natural, in-the-moment interactions.
The models pause mid ride along the Venice Beach boardwalk, taking in the ocean and sunset after a spontaneous decision to rent bikes.
A specific consideration for the apparel was the absence of logos and graphics. University Tees, known for its customizable graphic designs, selected mostly logo-free garments to streamline post-production. This approach allowed logos to be added later during post-processing, offering greater flexibility for e‑commerce and branding purposes.
Golden hour on Pacific Avenue as the models cross the street under the iconic Venice sign in a fun, genuine moment.
As the day went on, the setting sun cast a warm, golden glow, enhancing the imagery with golden‑hour lighting. After capturing plenty of solo shots, we shifted to group photos. Along the way, we grabbed some ice cream, and in a spontaneous moment, decided to rent bikes from a nearby shop. The models’ easygoing nature made it seamless to incorporate movement into the shoot, capturing them riding along the boardwalk in a way that felt natural and unposed.
One of my favorite shots of the day came from this sequence. The models, mid-ride, looked slightly off-camera, as if they had just paused to take in the moment, gazing toward the beach. The image felt calm, effortless, and fun—a perfect reflection of the genuine energy we all shared that day.
As the sun sank lower, its golden rays streamed through the palm trees, creating soft shadows and a warm, glowing backdrop. One of our final envisioned shots unfolded beneath the iconic Venice sign, suspended above the intersection of Pacific and Windward Avenues. The scene was beautifully lit by a blend of natural backlight and the gentle shimmer of its red and green holiday lights.
To capture dynamic movement and engaging compositions, I had the models cross the street multiple times, shooting from different angles while incorporating spontaneous background interactions. As usual, I gave them a simple scenario to imagine—something like rushing to meet friends at the beach, joking about whether they had time to grab fries or ice cream on the way. These cues allowed the models to embody the desired vibe, resulting in authentic laughter and effortless, natural movements. The moments felt genuine, like real interactions between friends, and translated beautifully into the final images.
Three ambassador models walk and laugh on a balcony at Westfield Century City, capturing the trendy, elevated aesthetic of the location while showcasing the coordinated tie-dye collection.
Urban Energy at Westfield Century City: A Modern Shopping Experience
Our next stop in Los Angeles was Westfield Century City, a sleek, open‑air shopping destination that provided a fresh, modern contrast to the outdoor energy of Venice Beach.
For this portion of the shoot, we worked with a lively group of ambassadors, all excited to participate. The focus was on capturing fun, high‑energy moments with coordinated outfits, reflecting how these clothing lines were designed for groups—sororities, college clubs, and close‑knit friends. One of the key collections we needed to highlight was the tie-dye line, a vibrant new release with a mix of bold and pastel tones that naturally fit the playful, carefree feel we wanted to convey.
Shooting under the soft, diffused light from the overcast sky, the tie-dye collection complemented the mall’s clean, contemporary aesthetic while still standing out subtly with its muted, earthy tones. To keep the energy natural and dynamic, I encouraged the ambassadors to walk, chat, twirl, and interact organically, which led to genuine laughter and effortless moments. These final images captured an authentic, carefree essence—showcasing the outfits in a way that felt relatable to a college-aged audience. As with much of the shoot, I primarily worked with focal lengths between 50mm and 85mm on a full-frame sensor, closely mimicking the way we naturally perceive the world, keeping the visuals immersive and true to life.
Two models share a lighthearted moment, their matching tie-dye sweatshirts complementing the warm wood backdrop and emphasizing the cozy, relaxed feel of the apparel.
Roosevelt Row: Phoenix’s Street Art & Urban Charm
Our next stop brought us to Arizona—my home base! We chose the Roosevelt Row Arts District in Downtown Phoenix, a lively, walkable area filled with colorful murals, eclectic art, and trendy backdrops that nicely suited the spontaneous energy we wanted for this campaign. With its constantly evolving mix of street art, boutique shops, cozy coffee spots (a personal favorite), and vibrant local culture, Phoenix has become an exciting creative hub. Every time I visit, it feels like new restaurants, boutiques, and murals have popped up, adding to the district’s dynamic, ever-changing charm.
For this session, we met with three new ambassadors from Arizona State University in Tempe. Their close friendship made the energy effortless from the start, allowing us to dive right into capturing natural moments. Much of this session was photographed on foot, with a loose plan based on recent location scouting but plenty of room for spontaneous exploration. Rather than relying on the most obvious landmarks, I sought out hidden gems—backdrops that might otherwise be overlooked but subtly complemented the apparel and added an authentic, relatable aesthetic.
The graffiti backdrop in Roosevelt Row added vibrant character to the shot, capturing the model mid-movement as fellow models off-camera kept the energy light and fun.
Still, I couldn’t resist incorporating some of the grungier graffiti walls. Some of my favorite shots from this session played off that raw, urban energy, framing the ambassadors in casual, candid moments—like a friend grabbing an off-the-cuff snapshot during a day out. The individual portraits flowed seamlessly, with their friends standing behind me, cracking jokes and making each other laugh. This is exactly why I love working with great teams—when there’s a natural bond, the energy translates effortlessly into the images, making it that much easier to achieve the authentic lifestyle look we were after.
Behind-the-scenes clip of me walking backward to capture the skipping session alongside murals in Tucson’s Historic Warehouse District.
Tucson Warehouse District: Historic Character & Campus Life
From Phoenix, we set out to capture the vibrant atmosphere of Tucson, located just an hour and a half to the south and home to the renowned University of Arizona. Our day was spent photographing three local ambassadors, immersing ourselves in the city’s charm as we explored the streets, unique shops, and the trendy, photo-worthy backdrops of the Warehouse District.
This segment was also designed to balance the anchor points identified during scouting, ensuring a cohesive vision while embracing the natural rhythm and excitement of a city stroll. One particularly fun series, captured in part on the behind-the-scenes camera, unfolded when we decided to boost the energy with a skipping session. To get the shot, I had to draw on my track-and-field skills to stay nimble while navigating uneven terrain—without injury! The high school years paid off, and I managed to capture some lively, playful moments with the urban landscape as a backdrop.
Initially, I wasn’t sure how I felt about the crane in the composition, but the more I considered the series, the more I appreciated the contrast. The raw, industrial element set against the vibrant energy of the mural and the joyful scene created a lifelike urban backdrop that felt spontaneous and true to the everyday rhythm of a large city.
To wrap up the shoot, we enjoyed lunch at the beautifully photogenic Café à La C’Art, where the food was just as incredible as the atmosphere. Nestled within the Tucson Museum of Art and housed in the historic 1865 Stevens House, it was the perfect place to relax, surrounded by inspiring artwork, after a rewarding day with a great team.
A candid embrace from the behind-the-scenes sequence, set against the vibrant tones of Tucson’s Historic Warehouse District murals and the industrial elements of the streetscape.
The model’s mid-walk glance adds dynamic energy, framed by soft, muted tones of the open lot with hints of industrial texture in the backdrop.
Post-Production and Impact
The post-production process focused on two key aspects: ensuring each outfit was well-represented and curating a cohesive series that captured the natural, carefree energy of college life. Selections were made to complement each other in tone, composition, and energy, reinforcing both the West Coast aesthetic and the brand’s approachable, everyday style.
Editing was kept clean and natural, with a slightly expanded tonal range to enhance detail while maintaining a soft, luminous vibrancy with airy, filmic depth. To ensure the visuals resonated with the brand’s audience, we researched social media and editing trends popular among college students, incorporating those influences in a way that felt organic and authentic. The final collection seamlessly integrated into University Tees’ marketing, from their website and e-commerce platform to social media campaigns.
Looking back on this collaboration, I’m grateful to have worked with such a talented, forward-thinking creative team. Bringing University Tees’ vision to life through photography was a rewarding process, reinforcing how well-crafted visuals can authentically connect brands with their audiences. Seeing this campaign contribute to their West Coast presence has been incredibly fulfilling, and I’m proud to have played a part in shaping that success.