crocs + swarovski - case study
It’s refreshing when a client hires us for our distinctive visual style and then gives us full creative license to lean into it. That was the case with Crocs and their collaboration with Swarovski. This partnership celebrates the juxtaposition of form and function: the comfort-first practicality of Crocs and the timeless luxury of Swarovski’s designer crystals. The result was a high fashion Crocs collection captured with a sparkling expression of functionality.
This crystal-adorned Croc shoe required a photographer with a reliable focus on sophisticated lighting, clean composition, and a natural tendency for dreamy, ethereal imagery. We were brought in to frame the collection not just as footwear, but as fine art.
“Working with Paul Miller elevated our vision for this collection beyond what we imagined possible. He brought a cinematic quality to every frame that was rich with feeling and depth, while showcasing this unique collaboration with a style that resonated with both brands.”
- Madelyn, copywriter, Crocs-Global Brand Partnerships
From the beginning, we knew the shoe collection had to be the star. Our storytelling approach centered on building a series of elegant, high-contrast compositions that utilized a muted palette with purposeful lighting on dark backgrounds. We leaned into techniques that sculpted the product with highlights and shadow, creating dimension while maintaining a clean, luxurious aesthetic. Sparkling reflections were drawn from the crystals without overwhelming the integrity of the shoe’s form. Each frame was composed to draw the viewer in and focus on the product as an experience, not just as an object.
To emphasize the ethereal quality of the collection, we played with in-camera techniques, using stacked lens filters to create dreamy blurs, soft starbursts, and ghosted overlays. Balancing the effects of the filters while retaining the detail in the product was among the most complex aspects of the shoot. Much of this required hand-holding filters in front of the lens, but it was worth it. Achieving these effects in real time, rather than post-production, carried the creative momentum throughout the shoot and offered an authenticity that resonated with both client and concept.
“He has a rare ability to elevate a product shoot in a way that feels artful, while also exercising restraint to keep the product centered in a way that is commercially powerful.”
- Madelyn, copywriter, Crocs-Global Brand Partnerships
In the end, we delivered a set of artistic, high-quality images that elevated the Crocs x Swarovski collection to a new visual tier. The collaboration was a natural fit, where the client’s vision aligned perfectly with our creative style. Dramatic yet refined. Technical yet emotive. A high-fashion silhouette with just the right amount of authenticity and sparkle.
