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Mobirise

LEFT FIELD NYC

Grunt work and long hours were always the norms at LF. Over time, I got the chance to take on some incredibly ambitious and rewarding projects. I was the photographer for three revered seasonal lookbooks and brought product/marketing photography in-house. I launched LF into the digital age with the creation of social media accounts. From marketing and product design to sales and customer service, I had the opportunity to wear every hat.

My work at Left Field was defined by passion, relationships, and elbow grease.

CONEY ISLAND LOOKBOOK

Our fight at LF was against fast fashion, and there was no way we could play the same game they had already mastered. Mall brands were releasing new products on a 'micro-seasonal' basis, whereas our drops only came around twice a year.

We had to take our slice of the pie, and no one could stop us.

My lookbooks for Left Field represented an old New York that was slipping away.
I shot with a Mamiya medium format, proud in its plastic glory, or my Leica M3, the camera that made America—and always Portra NC film. In a digital world, it's unheard of to shoot without a tethered display screen on standby. My only light meter was intuition and experience. I developed the film in my garage and digitized on a flatbed scanner. Every step of the process was high stakes.

Simple isn't easy. Different was the only way to make an impact in our niche.

PRODUCT PHOTOGRAPHY

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Before I ever got the chance to work at Left Field NYC, I was already a longtime fan of their products. I met owner/operator, Christian McCann at an old tavern in NY. The floors were covered in sawdust and I wasn't even old enough to drink, but he could sense my passion and granted me permission to run a contest for his brand on SuperFuture, the largest online home of denim geeks at that time. Shortly after, I moved to Brooklyn to work with Left Field and quickly climbed the ranks.

Initially, I liquidated a decade of old stock from his warehouse. This allowed for room so we could renovate the front room and open an appointment-only retail store. We celebrated the 15 year anniversary of LF with a raging party sponsored by Drambuie and Sixpoint Brewery. During my time at Left Field NYC, we grew every single month. Instituting optimization strategy and process efficiency allowed me time towards fun projects. When I joined the team, I helped Left Field NYC tell its story.

About 15 months after placing an order, folks would send in pictures of their threadbare, faded jeans. I can tell you, there's no greater joy in life than seeing a customer enthusiastically push your product to the limits, then line up to buy again. 

VIDEO & EDITING

In June 2014, I shot and edited a video for Left Field NYC's vintage-style chain stitch embroidery service. This content served as a tool to strengthen brand identity and communicates the handcrafted nature of our product to the customer. In addition to YouTube, this video was posted to social media and product pages.

VIDEO ASSISTANT

In April 2014, I acted as lead assistant to the filmmaker, Niels Alpert, in the production of a shop tour video for Left Field NYC. I was instrumental in the video concept, pre-production, music licensing, editing, and videography of the project.

PRESS

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