Inside Sofia Jaramillo’s Feetures “Meant to Move” Campaign In San Francisco

Sofia Jaramillo shot Feetures’ Fall 2026 “Meant to Move” campaign across San Francisco and the wilds of Marin County on a two-day production built on an idea that runs deeper than any performance sock: that movement isn’t separate from nature. The wind carving stone, water finding its path, a body finding its rhythm on a trail, its the same elemental pattern, different expression. The job was to catch it happening.

Casting Approach

The starting instruction on set was simple and unforgiving: explorers, not models. Individuals who feel of an environment rather than placed within it, diverse in form, unified in instinct, moving with real purpose instead of hitting marks. We worked with Olympian and Greek national record holder, Alexi Pappas. Jaramillo, whose work lives in the outdoor and adventure space, built the shoot around that unpredictability instead of against it, letting the cast move first and the camera respond.

The city as a playground

Day one belonged to San Francisco. In the city, movement was reactive, adaptive, alive. A San Francisco run club threaded through Chinatown in the early light. A gorpcore regular and a running dad moved through downtown streets. By evening the production had reached the golden-hour sprawl of Crissy Field, the Golden Gate holding the frame while the light did what it wanted. Nature was never the backdrop here; it crept into the urban grid as shadow, as color, as the wild that lives inside a city walk.

The wild takes over

Day two crossed the bridge into Marin County, and the register shifted from reactive to elemental. On Mount Tamalpais, trail runners moved with the terrain, climbing, descending, fully inside each step. The day closed on the fog and sand off beaches and lookouts along Highway 1, the vast and the visceral in one frame: sweeping, solitary landscape alongside the intimate evidence of breath and effort.

Shot from the perspective of the earth

Light was left uncontrolled and emotional, sunrise haze, overcast and golden-hour warmth as each day progressed. And the camera kept dropping to ground level, shooting from the perspective of the earth itself, from the grass, a passing branch, a low horizon, grounded and immersive instead of a distant human observer looking on. Motion direction by Jasper Newton extended the same in-motion language into video, running in parallel across both days.

The product, in service of the story

Feetures’ Fall 2026 range from their Elite, Trail, High Performance, and Merino styles, plus a new seasonal introduction, showed up the way good gear actually shows up in a life outdoors: quietly, doing its job, keeping the focus on the experience rather than the feet. For a family-owned brand that has spent more than two decades perfecting the performance sock, that restraint is the flex. “Meant to Move” doesn’t argue for the product. It shows you the life the product is built for, and lets you draw the line yourself.

Credits Photography: Sofia Jaramillo Motion: Jasper Newton Production: Unrivaled Client: Feetures Campaign: Meant to Move — Fall 2026 Locations: San Francisco, CA & Marin County, CA

If you are interested in learning more about our work, get in touch with one of our producers.