From field to fire: behind the lens of our North Dakota campaign
After almost two years of partnering with Michael and Gina of Field Traditions across social, email, web, and Google Ads, this trip marked something truly special, the chance to bring their creative direction to life in the heart of the American prairie.
Following the success of our first brand shoot in Sarasota, Florida in 2024, we set our sights on something even more ambitious; a four-day, multi-scene campaign capturing the essence of From Field to Fire: a celebration of heritage, craft, and connection. This project was designed to give Field Traditions a full year’s worth of content for 2026 and beyond, showcasing every season of their world, from hunt to home.
A creative vision, months in the making
Back in the UK, the planning phase stretched over hundreds of hours. We refined creative direction, built partner collaborations, sourced outfits and props, and carefully mapped each scene. By the time we arrived in North Dakota, only the final pin drops and local light conditions were left to adapt.
Travelling across the States for a project of this scale felt surreal. I had to pinch myself, this was work, yet it hardly felt like it. From grizzly bears and moose to prairie dogs and white-tail deer, the road trip alone was a reminder of just how vast and beautiful America is. Watching sunsets sweep across the big sky in North Dakota and experiencing upland hunting first-hand were unforgettable moments that deepened the story we were there to tell.
On the ground: Heritage in motion
North Dakota is breathtaking; expansive, rugged, and full of character. The weather was challenging (cold, windy, layered-up days), but every frame made it worth it.
One of my favourite scenes to shoot was “Heritage in Motion”, which captured the authenticity that means so much to Michael and Gina.
We had an incredible on-set team; Grace as stylist, James assisting with logistics and dogs, and Michael and Gina embodying the brand with complete ease. Coming up with new compositions and styling details after four long days isn’t easy, but the depth of creative direction we’d built beforehand kept the energy flowing.
A true collaboration
Working alongside Michael and Gina in person after months of remote collaboration was, as always, a dream. They’re both deeply creative and driven, and Michael’s field-to-fork cooking skills are something else entirely. Gina, meanwhile, somehow manages to make every outfit look effortless.
Our little team dynamic clicked perfectly; creative, efficient, and full of laughter. Seeing their reactions to the sneak peeks mid-shoot was a reminder of why this kind of partnership matters so much. It’s about trust, shared vision, and building something lasting.
The craft of storytelling
Every detail mattered, from the dogs and Defender to the firelight, leather, and canvas. Those textures bring the atmosphere to life; you can almost feel the crisp air, the smell of the woodsmoke, and the quiet pride behind every product.
One standout scene was the teak field furniture shot by the Missouri River in Theodore Roosevelt National Park, a location that holds real history for Michael. The warm tones, safari-inspired setup, and sense of stillness felt like Field Traditions distilled into a single frame.
And of course, there were the spontaneous moments: the unplanned hunting sequences, watching Caddy and Scout work the field, and the evenings spent gathered around the fire while Michael cooked. Those were the memories that made the campaign come alive.
My personal take
Personally, this project is one for the memory book, a career highlight I’ll treasure for years. For The Brand Muse, it represents what we do best: telling brand stories that are authentic, strategic, and emotionally resonant. We work with many American brands, but visiting them in person and seeing our marketing strategy unfold on the ground is a rare privilege.
It reaffirmed something I’ve always believed; when photography, branding, and marketing live under one roof, the results are cohesive, measurable, and powerful.
Directing a campaign on an international scale also taught me to be flexible; travel distances are vast, days run long, and conditions change fast. But that’s where the magic happens. The preparation pays off, and the creative freedom it brings is unmatched.
As we head into 2026, I’m more inspired than ever to take on creative projects that combine travel, storytelling, and strategy. This trip reminded me why I do what I do, because when vision, trust, and teamwork align, the results speak for themselves.
Three words to sum up the week? Rewarding. Creative. Inspiring. And honestly, if I could sell up and move to a ranch tomorrow… I might just do it.
Chloe x