Altın Topuk
Photo and video production and social media for a women's footwear brand, built to show both the hands that make the shoe and the woman who wears it.
Altın Topuk makes heels in its own atelier. Most footwear brands only ever show the finished shoe on a foot. We shot the bench as well as the model, because the workshop is the part nobody else in the category can borrow.
Art Direction
We lit the product hard and close on black, so the heel line, the strap and the finish read first. A heel sells on shape before anything else, so we removed everything that competed with the silhouette.
In the atelier we shot the hands, the leather, the glue and the last on the cutting mat, in the workshop's own light. Craft is a claim until you show it, so we filmed the shoe being made instead of writing that it was handmade.
On model we framed tight, legs and shoe only, against clean sets and single-colour grounds. Cropping to the leg keeps every model shot on the product, so the feed stays about the shoe across every campaign and every season.
Creative Process
Before shooting we picked the models that had to carry the season and mapped each one to a treatment, product on black, foot on set, or process at the bench. Assigning the register early meant the workshop footage and the campaign footage were built to live next to each other from the start.
From there the account runs on a steady cycle. New models, seasonal drops and behind-the-bench content all come out of the same shoot rules, so the brand keeps releasing without losing its look.
