Behind The Scenes
Bringing OMM’s new trail shoe to life meant creating imagery that worked across e-commerce, campaigns and social – all while staying true to the realities of the trail.
From building bespoke environments to capturing authentic movement and refining the final look, every stage of the shoot was handled in-house.
Before we get into the shoot, sit down, have a brew, and take a sneak peek behind the scenes to see how it all came together.
The Brief
OMM is a British performance brand producing garments and footwear that withstand the toughest trails and conditions faced by mountain runners.
This shoot was for the launch of a new footwear range, the OMM Trail Shoe. This lightweight, responsive shoe needed imagery that demonstrated its versatility across a wide range of terrains and conditions.
To reflect that versatility, we built a shot list that included model and product shots, along with creative flatlays to show just how tough this new shoe is.
The Shoot
Organised by Production Manager Katy, the shoot ran across two and a half days, focusing on product shots, creative flatlays and a model shoot.
Photographer Annie worked closely with OMM to ensure the flat-lays captured the full versatility of the shoe. This included building bespoke environments, from gravel paths to forest floors. Who knew photographers needed shovelling skills!
To create authentic imagery, we worked with real runners rather than professional models. Because each model was a runner, the imagery feels relatable to OMM’s core audience, helping them to see themselves in the shoe. Part of the model shoot was designed to show movement in the still image. To do this, Annie created a complex lighting setup and slowed the camera's shutter speed to create light streaks across the image.
We also had some fun flinging mud at our models! This wasn't just for for our amusement though, we used environmental factors to reinforce that the shoe isn’t just for aesthetics – it’s built to perform across mixed terrain.
Annie Challenger, Photographer
"For this shoot, we wanted to show movement. I used a mixture of constant light, coloured gels, flash, and a slow shutter speed to create a light streak effect. Using the flash delay setting, I captured the movement of the model using the constant light, then the flash would fire at the end of the exposure to freeze the action. It gave us a really cool effect in-camera, then the Post-Production team did an amazing job at enhancing them!"
Post-Production
Usually, post-production is about cleaning up an image – this time, we wanted them to be dirtied. The focus was on enhancing the grit and realism of the shoot, adding depth, texture and atmosphere to the final images.
The team carefully balanced this with colour accuracy and product detail, ensuring the OMM Trail Shoe still looked true to life while feeling ready for the trail. The result is a set of images that carry a real sense of movement and energy, helping to bring the product to life.
Out In The Wild
It’s always great to see our work helping clients sell their products, and seeing this imagery brought to life across the OMM website has been a real highlight. From product pages to wider brand content, the images are now doing exactly what they were created to do – showcasing the shoe clearly, telling its story and supporting the customer journey.
Built for the trail – ready for launch
From clean product shots to mud-covered action imagery, this shoot captured the full story of OMM’s trail shoe. The result is a versatile bank of assets that not only supports their launch across e-commerce, campaigns and social, but helps customers better understand the product – driving stronger engagement and more confident purchasing decisions.
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