PDN ONLINE STORY

Adam Hallmark, Creative Director for Haggar Clothing Co., loves the work of Clay Hayner.

June 14, 2010

Save | E-mail | Print | Most Popular | RSS | Reprints

PHOTO BY CLAY HAYNER

When you have the privilege to work with a photographer and develop a type of communication utilizing simple hand gestures, nods and shrugs and each shot is better than the last, then you've found the right shooter.

Clay Hayner is my creative "conehead". We share a wavelength on set like no one I have shot with before. This remarkably talented photographer takes my simple vision and turns it into reality that gets better with each shoot.

The concept is simple. We call it paparazzi style. Basically we're trying to make it look as if we hit the streets and sidewalks of particular cities and stumble across guys that look like our brand. And it just so happens that these guys are wearing Haggar. Easier said than done. We collaborate on models, locations, props and shooting styles that fit the brand and scouting and pre-production meetings couldn't go any easier. It all starts in the planning and Clay's team is top notch. Clay's rep, Jennifer Lafond, hits the ground running. She doesn't just send over the estimate and try to find another gig for Clay - she is an integral part of the process and does as much logistical planning as the rest of us. They also hand pick a producer for each location shoot and we've done quite few shoots in the three years that I have been working with Clay. After Clay and Jennifer and the producer, Lisa Slusher steps in - the stylist extraordinaire. Lisa is yet another key figure who helps set our brand imagery apart from all others. She also sets the tone on the shoot and keeps everyone loose with her upbeat personality and attention to detail.

Lately we've been pushing our imagery even further with a more editorial style for look books, PR, and other collateral. This has been a huge success as well. Clay has brought an even fresher tone with these images and in doing so has helped us loosen up even further on our POS imagery.

It's hard for me to imagine using another photographer for Haggar. Clay has not only become my "go to guy," but has become a good friend as well. I bounce ideas off him as is if he were an employee of Haggar. Clay is an integral part of the brand that we are cultivating here, and his opinions and product are as vital as mine. The shoots with Clay are my favorite part of the job and I can't wait for the next one. It's definitely my privilege to work with such an amazing talent.