CROSSBOW HAT CO.
Client: Crossbow Hat Co.
Location: On-location – Telluride, Colorado
Role: Director of Photography
Overview
This project with Crossbow Hat Co. was centered around capturing the identity, craftsmanship, and mountain-town character behind the brand. As DP, my goal was to create imagery that felt handcrafted and authentic—grounded in Telluride’s rugged charm while highlighting the meticulous artistry of Crossbow’s custom hats. The piece needed to feel intimate, tactile, and true to the spirit of the shop.
Key Responsibilities
Cinematic Camera Operation:
I operated a flexible cinema setup both inside the shop and outdoors in Telluride’s scenic environment. The shoot required balancing lifestyle visuals with detailed product shots—moving fluidly between macro close-ups of texture and wide frames showcasing the mountain-town backdrop.
Highlighting Craftsmanship:
Using selective lensing, controlled lighting, and intentional camera movement, I emphasized the hand-crafted elements of the process: shaping, steaming, stitching, and custom design at Crossbow’s Hat Bar. The focus was on texture and touch—visualizing the artistry that defines the brand.
Collaboration With the Brand Team:
Worked closely with the Crossbow crew to coordinate natural light windows, model movements, and store flow. The shoot required adapting quickly to shifting light, busy walk-through spaces, and the unique atmosphere of a working artisan shop.
Story-Driven Visuals:
The film follows the journey of choosing a hat, customizing it, and walking out into Telluride with a look that feels personal and expressive. Each shot was composed to reflect a sense of ownership, style, and connection to place.
Outcome
The final commercial positions Crossbow Hat Co. as a destination brand rooted in authenticity and craftsmanship. The visuals highlight the human touch behind every hat while celebrating the lifestyle and aesthetic of Telluride itself. For me, this project was a chance to blend product storytelling with environmental character—capturing a brand that feels both rugged and refined.