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FEED + Adobe

Joining the fight against world hunger though the support of FEED

For this year’s FEED holiday campaign they partnered with Adobe for an open call to the creative communities to come up with a unique concept over a seven-day challenge. The winning design would be chosen as the new campaign — talk about pressure!

The Challenge

There where three creative teams brought to the challenge. First they were briefed, then they got to work building their concepts, presented to a panel of judges (this is where I come in!) and a winner was chosen… but that was only the first half of the week! The winning team then had to produce the shoot and execute the final copy, layout design and retouched selects which ultimately make up the campaign you will begin to see online and in print magazines this December. All of this happened in a single week and all of it was captured on camera in a mini web series showing the true nature of the creative world and how teamwork, concepts, talent, branding and vision all to come life as ads and images we are surrounded with on a daily basis.

I had the amazing experience to participate as one of the judges in choosing which creative team had the best vision and message which in the end was Follow my Lead with a social media activation: #LeadFEED.

Each creative team presented between two and three concepts which were completely flushed out, from what the message was to how that would look digitally, in print and through social media activation. As a photographer, I found it fascinating to see the amount of thought and options that go into putting together a campaign. One team’s idea was visually more engaging to a photographer’s eye,  but another team’s concept hit a stronger emotional note. It was also interesting to see how each of the different judges reacted based on their own industry expertise.

In the end, we put it to a vote and a winner was chosen. You can see the entire process here! Below are some stills from the pitch episode with my fellow judges: Lauren Bush Lauren, Jean Batthany, Ariel Foxman, and Joel Giullian.

Joining the fight against world hunger though the support of FEED

Joining the fight against world hunger though the support of FEED Joining the fight against world hunger though the support of FEED

The Campaign 

After the winning concept was chosen I thought my job was done… then Lauren asked me to actually be in the campaign which, as you might guess, is a really weird feeling for someone who is used to being behind the lens (aside from informal snapshots of my life I share here with you guys). I’ll admit I was a bit nervous. You never know what a photographer is going to do to you or if they see you differently than you see yourself. Luckily for me, FEED is all about authenticity and captured me in my city with the thing that is most important to my being- my camera.

I carried the FEED Daily bag which provides 50 school meals for children around the world which you can see below in the resulting campaign photo photographed by Gus & Lo in New York City’s west village. Also wearing shoes by Ralph Lauren (similar), boyfriend jeans by Polo Ralph Lauren, organic cotton sweater purchased on a recent trip to Amsterdam from Marc O’Polo, scarf by Mulberry, hat by Satya Twena, Portofino watch by IWC, and my trusty Canon 5D Mark III, 50mm lens and leather hand strap.

See all four final campaign shots here and perhaps you will recognize Caroline who makes frequent appearances here on the blog as she is not only one of my favorite New Yorkers but also personal muses.

Joining the fight against world hunger though the support of FEED (more…)

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FEED Heritage Bags


Another New York Fashion Week is beginning today, which means a full week of beauty, glamour and all sorts of gowns…but I thought it would be nice to kick off the coverage by focusing on a brand that really thinks about the world around us and changes it for the better one mouth at a time.

FEED, founded by the wonderful Lauren Bush Lauren in 2007, has so far been able to provide over 75 million school meals globally through sales of a collection of totes, handbags, wallets, jewelry, t-shirts, scarfs and more. This season, FEED is introducing a new luxury collection of leather bags (I personally LOVE) handmade by master artisans in Kenya. Each item you purchase, whether it is one of the leather totes (available this fall) or a burlap all function bag, has a number on the back which tells you how many meals for the year you have provided with your purchase. I was intrigued by this design decision, because it’s so rare that you get to know and fully understand the personal impact of something you buy. When I complimented Lauren on it, she said she wanted to make sure FEED was tangible and meaningful in a way you can relate to personally and not simply a “percentage of proceeds” product.

The amazing thing about the production of the FEED products is not only the good that is brought about from the sales but also that it provides sustainable employment to the local craftsmen in Kenya or Guatemala who can then send their kids to school where they can have nutritious meals sourced from local farmers. Lauren’s passion toward the work she does with FEED comes through so clearly, whether she’s talking about how the beading on one Kenya Messenger Bag took two and a half days, or through watching the 8mm films of school children in Africa she shot on her most recent trip.

So here is to remembering this Fashion Week that there is nothing more fashionable than doing good.

FEED_Hertiage_03 FEED_Hertiage_04


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