Makenna Brakefield
← All work
Two models in a wave cap and Willamette trucker looking down, shot from below among tall trees

A repeatable campaign process

Richardson launches new caps all year, with a lean team. I built each campaign on the same foundation (brief, shot list, shoot, deliverables) so we could move quickly without losing the story.

Organization
Richardson Sports
My role
Campaign initiator, creative direction, production management
Skills
Content planning Creative direction Stakeholder management Production
Partners
Product, sales, art, and design teams, leadership, photographers, models
Scope
Seasonal and product campaigns, including shoots for a $40M Team product line
Timeline
2024 – 2026

The challenge

Every new collection needs imagery that works everywhere: in email, on two websites, in sales tech sheets, and on social. With a small team, there isn’t time to reinvent the process every time. There also isn’t room for a shoot that comes back without the shots design needs.

The system

  1. Find the storyI look at market trends, best-sellers, and what customers and our sales team are asking for, then decide what the campaign should say and why it matters now.
  2. Write the briefOne page with the key dates, approvers, overview, objective, voice and tone, call to action, and a full list of deliverables. Leadership signs off before production starts.
  3. Plan the shootI build mood boards and shot lists sorted by scene, set wardrobe guidelines, cast models (sometimes including myself), and pick locations.
  4. Direct and deliverI direct photography on the day, then partner with designers to turn the images into every asset the brief promised.

Same process, different stories

Three briefs I initiated, each with its own goal and voice:

Earth Day Recycled

Promote Richardson’s recycled caps and beanies through the lens of Earth Day.
Adventurous, bold, proud.

930 & 939 Highlight

Product and Sales wanted more retail and outdoor sales, so we positioned two models as the style customers would want to stock.
Bold, authentic, human.

Running Performance

Show the versatility of three Performance models through trail running. See the full case study →
Bold, authentic.
Creative brief for the Earth Day Recycled Products campaign
Earth Day Recycled Products brief
Creative brief for the 930 and 939 Highlight campaign
930 & 939 Highlight brief
Earth Day shot list with numbered reference images for single-person scenes
Shot list, organized by scene
Wardrobe guide and photoshoot details for the 930 and 939 campaign
Wardrobe guide and shoot details

Golden hour on the river

Trucker caps for summer evenings outdoors

Five friends in trucker caps walking down a rocky trail to the river Five friends in trucker caps walking across an old steel bridge Friends in trucker caps leaning on the bridge railing, seen from behind Man in a Prairie Brewing cap and sunglasses by the river Three friends in camp chairs on the riverbank at sunset Smiling woman in a Heisler patch cap with sun flare behind her Woman in a navy trucker and fleece sipping a drink in golden light Two friends laughing in camp chairs under a bridge Woman in an orange Richardson Wear the Best trucker on the riverbank Woman in a Richardson trucker laughing in her camp chair by the water Close-up of a Midas patch on a corduroy trucker cap
Scroll to see more →

Golf

Performance and rope caps, styled for a round on the course

Golfer in a Deepdale cap blasting out of a bunker Golfer walking off the green past the pin Golfer lining up a putt while a friend holds the flag Cabot Citrus Farms rope cap resting on a wooden bench Golfer in a Deepdale cap pulling a club from his bag Navy Deepdale cap resting in a sand bunker beside a rake Golfer in a Cabot Citrus Farms rope cap driving a golf cart Golfer in a white Oakmont cap holding a ball beneath an orange flag White trucker cap hanging on a wooden first-hole sign Golfer in a white trucker cap walking the fairway with a putter Deepdale cap resting on a golf bag Golfer in a white trucker cap teeing up a ball Hand holding a white trucker cap and a golf ball
Scroll to see more →

Earth Day Recycled

Hendricks Park, Eugene

Model in a patterned fleece and wave cap, arms out, under tall trees Two models in a wave cap and Willamette trucker looking down, shot from below White Respect Your Mother cap resting on tree bark Two friends laughing in a Willamette trucker and gray beanie Model in a blue seagull cap against a bright blue sky Model in a white Respect Your Mother cap and puffer vest in the forest Two friends smiling in the sun under evergreen trees
Scroll to see more →

Team product line

Large-scale shoots for a $40M revenue-driving line

Bellingham Bells outfielder running in front of an American flag Five Bellingham Bells players lined up on the infield Baseball player in a blue Richardson cap in the dugout Softball player in a red jersey running with her glove Four Bellingham players in white jerseys walking across the field Pitcher mid-throw against a blue sky Two softball players in red jerseys jogging Players in gray Bells shirts standing in the dugout Softball player in a Flyers jersey and visor Two USA softball players at home plate with a bat Softball player in a red jersey running toward the camera USA softball players in navy sitting together in the stands Richardson cap and glove on the infield grass
Scroll to see more →

Pickleball

Performance headwear, styled for the court

Player in a racquet club cap sitting by the net with pickleballs suspended in the air Player mid-swing in a pink Stay Out of the Kitchen cap Four players tapping paddles over the net Smiling player in a pink cap holding a paddle under blossoming trees Player in a racquet club cap bouncing a ball on the court Player in a backwards cap watching a ball cross the net Two players chatting between points
Scroll to see more →

Workwear

Shot on the job at King Estate Winery, Urban Lumber, and Vintage Underground

Vineyard worker in a King Estate cap kneeling under grapevines Two vineyard workers in navy caps walking between rows of vines Winemaker in a King Estate cap connecting a hose to a stainless steel tank Woodworker in an Urban Lumber cap planing a log as shavings fly Two mechanics inspecting a classic convertible under a neon VU sign Woodworker in an Urban Lumber cap measuring a live-edge slab Cellar worker on a forklift lifting wine barrels Restoration specialist in a Vintage Underground cap prepping a car body Mechanic in a maroon trucker working inside a classic car Restoration worker in a maroon trucker against a blue and yellow backdrop
Scroll to see more →

Western

Trucker caps for the ranch and the rodeo

Cowgirls Only, Howdy, and Horsin' Around caps held up against a blue sky Model in a Savannah Georgia patch cap with a chestnut horse Howdy cap beside embroidered cowboy boots Model in a Cowgirls Only cap holding a rope Horsin' Around cap hanging on a fence post with bridles Smiling model in a Howdy cap in a truck cab Model in a red trucker cap with a horse at the fence Smiling model in a Cowgirls Only cap at the wheel of a truck
Scroll to see more →

Lifestyle

Everyday caps, styled for a night out and the season ahead

Two models in cream caps with camo brims Close-up of a cream cap with a camo brim and embroidered B Close-up of a Dry Creek Supply patch cap with a camo brim Model in a camo jacket and cream cap against a brick wall Smiling model in a cream and duck camo cap Two models in cream caps with camo brims sitting outdoors Four friends in Richardson caps laughing over a card game in a bar Model in a Take It to the Grave cap sitting on a pool table Model laughing as playing cards fly around her Smiling model in a Stockyard patch cap at a bar table Model in an American West cap lining up a pool shot Model in a Montana cap and sunglasses showing his cards Two friends in Stockyard caps playing pinball Model in a Westerner cap holding pool balls over his eyes
Scroll to see more →

Video

Behind the scenes and product motion

American Assembled: inside Richardson’s cap factory
112 Khaki Combo product video

Impact

Using one repeatable process meant leadership always knew what was coming and when, and design always got the shots they needed. It also meant one well-planned shoot day could supply a campaign’s email, website banners, tech sheets, and social.

Next project
B2B email & lifecycle