Catalog for/by Smith Optics

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CLIENT

Smith Optics is an outdoor/gravity sports brand that manufacturers snow goggles, MX goggles, sunglasses, and prescription eyewear for the sport-lifestyle market.

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BRIEF

Create a premium catalog that speaks to the snowboard and ski community by presenting our brand, product, and technology stories as best-in-class through engaging product, action, and lifestyle imagery.

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APPROACH

The goal was to highlight the Smith product being used “outside walls." We wanted to create a design language that melded action with the personalities of professional gravity-sport athletes. The book needed to be captivating but still authentic to the very discerning tastes of the ski and snowboard world.

PRODUCTION LESSONSThe challenge was the small window of time between when product samples were ready, when professional snowboarders and skiers were available, the print deadline, and where in the world we could find snow. So we took advantage of a six-day window to travel to Valle Nevado, Chile. Once there, we encountered almost zero snow but still had to make the shots look like mid-winter.