Project Overview
Client Name: Lake&Lure
Industry: Clothing and Apparel
Project Type: Branding Videos, Website & Product Photography, and Social Media Content
Location: Deep Creek Lake, Maryland, USA
Date Completed: In Progress
The Challenge
Lake&Lure is an emerging outdoor lifestyle brand inspired by lake life and leisure. When they reached out to Dan Weinel Visuals, they had one clear goal:
“We want people to wish they were here.”
They needed a content partner who could bring their laid-back, high-end aesthetic to life across multiple platforms without blowing the budget. Their biggest challenge was finding a way to produce aspirational lifestyle and product visuals that felt authentic, premium, and story-driven.
They were preparing to launch a new online and physical store as well as refresh their social media strategy, and they knew that visual storytelling would be critical to making their brand stand out.
Our Creative Approach
To meet their needs, we developed a custom visual strategy that blended commercial-level production value with organic, lifestyle-driven storytelling.
We provided:
✅ Pre-production planning & visual strategy
✅ Product and lifestyle photography
✅ Aerial photo + video (via drone)
✅ Social-ready short-form video edits
✅ Visuals for their online store and website
Our approach focused on evoking a dreamlike sense of escape — days spent boating, fishing, laughing dockside, and relaxing in the golden evening light. We wanted the content to do more than showcase clothing — it had to communicate a feeling.
We shot over 3.5 days in Deep Creek Lake, Maryland, capturing a blend of:
On-the-water scenes (boating, fishing, tubing)
Lifestyle moments (relaxing, fireside, lakeside dinners)
Product-focused shots (in natural use — hats, hoodies, tees)
What made this shoot special: Three days of filming and photographing from boats, docks, and shoreline locations. The logistics were complex, but the visual payoff was worth it.
🎥 Behind the Scenes
Shooting near water — especially on boats — presents unique challenges. Gear safety, stability, and time management are crucial.
“One of the biggest challenges was staying organized while shooting on the water,” Dan explains.
“We overcame that by planning ahead, mapping each location, and staying on schedule with a printed shot list and floating asset checklist.”
We used a range of tools to achieve the look and feel Lake&Lure wanted, including:
Canon mirrorless cameras for crisp lifestyle stills
DJI drones for sweeping aerials and water transitions
Blackmagic cinema cameras for buttery-smooth branding video
Despite long hours and changing weather, our tight logistics made the shoot run smoothly — and left room for capturing spontaneous moments that really told the story.
📈 Results & Impact
Though the project is still in rollout, the impact has already been felt across Lake&Lure’s platforms. Their early feedback?
“Amazing work!”
“We love working with someone who understands marketing.”
The content is being used across:
Their newly launched online store
Instagram Reels and TikTok
Website homepage banners
Brand video teasers and product features
🖼️ Visual Highlights
Final Deliverables:
✅ Still Photography
✅ Brand Video
✅ Social Media Edits (vertical formats)
✅ Product Imagery for Online Store
Links to View the Work:
📷 [Insert photo portfolio URL]
🎞️ [Insert video or case study reel URL]
🧠 Key Takeaways
This shoot showcased Dan Weinel Visuals' ability to work in unique environments and create content that reflects not just a product but a lifestyle.
“This project highlighted our ability to capture stunning visuals in challenging locations while keeping storytelling front and center.”
“It was a great example of how professional visuals can help launch a brand to a new level — both visually and in how seriously they’re taken by their community and customers.”
📣 Want Results Like These?
Let’s create something bold, branded, and built to convert.