Assignment: Craft a Western "road trip" adventure utilizing talent, including a statement vehicle and models. Assets to be used in both editorial and commercial outlets.

Who: The Orvis Company.

When: April 2015.

Where: Greater Yellowstone area, including commercial shooting in Yellowstone National Park.

How: Produced, directed, managed and photographed shoot. Chose talent that has legitimate fly-fishing experience for authenticity, hunted down vintage Land Cruiser for vehicle, and hired local photo assistant with outdoor experience. Plotted road trip schedule, arranged permitting for Yellowstone, and managed travel for team.

Usage: Catalog and editorial storytelling, store signage, email, web.

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