Toward the end of my stay at Frank+Victor Design, I helped establish the art direction of Tigé's 2013 catalog and worked with 2 photographers and a retoucher to create some powerful assets. I also designed a few key spreads, but ultimately had to transfer the project to another designer when I moved to the Boston area. 

It's not about what the boat can do, but rather what you can do on the boat. Sport boats are frequently shown tearing across lakes while pulling professional athletes performing gravity-defying stunts. We wanted Tigé to stand out by showing lifestyle photography of friends and families using the boats as a tool for connecting and playing. Framing the subjects with out-of-focus foregrounds engendered a sense of intimacy with the scene, allowing someone to feel a part of the action. This story of authentic leisure was further supported a color and light palette meant to inspire, "I want to go to there," longing for summer.

 

I worked under the guidance of my creative directors to author a document that not only presented the direction to the client, but was also used to direct the talented water lifestyle photographer Tom King. 

Since the lifestyle shots were intended to show the feelings that come from these boats, we directed studio shots to focus on the features of the boats, themselves. Tigé Boats are known for their build quality and style, so we worked with talented studio photographer Tarick Foteh to dynamically light the boats to depict them similarly to luxury sports cars. 

I designed one of the key spreads that would tell the story of the brand, itself. After considering a number of options for displaying a timeline alongside a feature article, we chose an interesting composite photo approach that we employed retoucher Allison Hughes to help us execute. This was overlayed with a timeline architecture I designed and a feature article we hired lifestyle magazine author Jackie Rangel to pen.