CONTENT MARKETING
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As the Content Marketing Manager at Mizu, I was primarily responsible for the the creation, organization, and dissemination of Mizu’s photography and video. This meant creating, curating, and organizing all of the lifestyle photography, product photos, assets for the seasonal Mizu Magazine, social channels, tradeshows, and more. Below, I’ll outline a few of these in greater detail and how I was involved in each.

Lifestyle Photography

As lead photographer and producer of Mizu’s lifestyle photography requirements, I was tasked with creating all lifestyle and outdoor imagery from the ground up. Whether that meant hiring photographers for seasonal shoots or filling in the gaps myself, I produced anything and everything needed for Mizu’s marketing efforts. Last minute field shoots to cover a product that arrived late, meeting up with ambassadors for catalog content, getting outside on personal time to shoot images for social, or hiring talent for ecomm campaigns were all part of the routine.

The above gallery contains a few images I took during my time at Mizu. All assets were organized, tagged, and published through Mizu’s digital asset management system for easy access by our design team, reps, retailers, and distributors. (More on this in the Product Photography section)

Mizu 360 Photo Shoot
Mizu was preparing to launch a brand new product category to expand its lineup to the filtration and purification market. It was the biggest product launch to date. With both an Everyday Filter and Adventure Purifier, we needed to produce a shoot that covered both outdoors and urban lifestyles along with exceptional imagery to accompany a new design aesthetic laid out for us by Cinco Design in Portland.

With a small budget and short time frame, I called up a few of our local ambassadors and picked out San Luis Obispo on California’s Central Coast. After extensive research of the area combined with local knowledge, we picked out locations that allowed us to shoot the new filters and bottles in environments that let them shine. I hired talented local photographer Russell Holliday to be the lead shooter, while I co-directed and produced for the two day shoot. The resulting imagery covered everything that we needed for launch and then some. Below is a small select from the shoot, all photographed by Russell.

Earth Day Kit Campaign
For the month of April, we sold Earth Day Kits on our website encouraging our audience to go reusable for Mother Earth. On a $300 budget, I hired friends as talent and headed out to the Anza Borrego Desert for the day where I produced, directed, shot, guided (and fed) the group to create a short video and photo assets to promote the kits online. The first gallery on this page contains many of my photos from the shoot and below is a cheeky short video I created for the campaign called, “Single-use Nightmare”.

Product Photography

I created all of Mizu’s products photos in-house from start to finish, with the exception of hiring out for clipping paths to save time. This included seasonal product shoots as well as our co branded/custom bottles that were produced weekly. Simple retouching and editing for ecomm was done in lightroom and photoshop. Files were named using a format I created “mizu-productname-color-view” and exported at a web-optimized size for quick page loads.

For distribution, I streamlined the process by creating a “Marketing Assets” site for all parties to access and download up-to-date imagery on their own accord, including both product and lifestyle photography, saving hours of time making image selects. To make it easy for the reps, distributors, retailers, and myself, I made a password-protected gallery link in the footer of our site for everyone to visit and download. The gallery was constantly kept up-to-date with new imagery ensuring they had what they needed to go to market.

Mizu Magazine

The Mizu Magazine was created prior to tradeshow as a giveaway at the booth and eventually to send out with all online and wholesale orders. It included product photos and information, seasonal campaigns, stories, updates from our ambassadors, and more. It was one of the few printed pieces we produced.

Working closely with our designer, I organized the flow of the magazine to make sure that it served as an effective product catalog and a great snapshot of the brand for all who read it. While I didn’t directly design any of the magazine, I provided our designer with well-organized and print-ready assets for layout after photographing and curating the images within it. Lastly, I coordinated directly with our printers to determine paper types, binding, budget, and quality control to make the digital pdf come to life. Printed pieces always hold a special place in my heart in the age of the endless digital scroll.