Full-frame shot of the L.L.Bean rain jacket display, commercial photography by Rory Scranton for a retail display campaign.

The product didn’t need to be seen.

Full-frame shot of the L.L.Bean rain jacket display, commercial photography by Rory Scranton for a retail display campaign.

The product didn’t need to be seen.

Full-frame shot of the L.L.Bean rain jacket display, commercial photography by Rory Scranton for a retail display campaign.

The product didn’t need to be seen.

Rainy outdoor commercial photography scene.
Outdoor apparel campaign photograph.

It needed to be wanted.

EVERY IMAGE HAS A JOB.

EVERY IMAGE HAS A JOB.

Black jacket cuff with TEK O2 label, hand adjusting hood, rain.
Black jacket cuff with TEK O2 label, hand adjusting hood, rain.
L.L.Bean logo on blue jacket chest, rain droplets on fabric.
L.L.Bean logo on blue jacket chest, rain droplets on fabric.
Laughing hiker in a black rain jacket hood, rain falling.
Laughing hiker in a black rain jacket hood, rain falling.
Backlit black rain jacket hood, sun through rain.

THIS ONE WASN'T SELLING THE PRODUCT.

THIS ONE WASN'T SELLING THE PRODUCT.

In most campaigns, the product carries the story. In a retail environment, the product is already there.

Close-up of the L.L.Bean logo on a navy rain jacket chest, rain droplets on fabric.
Close-up of the L.L.Bean logo on a navy rain jacket chest, rain droplets on fabric.
Close-up of a TEK O2 label on a black rain jacket sleeve, rain droplets on fabric.
Close-up of a TEK O2 label on a black rain jacket sleeve, rain droplets on fabric.
Close-up of a hooded navy L.L.Bean rain jacket in the rain, brand tag visible at the collar.
Close-up of a hooded navy L.L.Bean rain jacket in the rain, brand tag visible at the collar.

THE PRODUCT WASN'T COMPETING FOR ATTENTION. THE CUSTOMER WAS.

The photography had one job: stop someone long enough to imagine themselves outside, long enough to want to pick it up.

The photography had one job: stop someone long enough to imagine themselves outside, long enough to want to pick it up.

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