Creator Guide

Do

• Conversational but not sloppy
• Matter-of-fact about comfort and quality
• Confident without being loud
• Specific over vague — “vegan leather with a matte finish”
• Real scenarios — “from the office to happy hour”

Don’t

• Never preachy about comfort or sustainability
• No luxury language — “exclusive,” “couture,” “artisan”
• No Gen-Z slang or trend-chasing
• No filler — “elevate your look,” “step into style”
• No exclamation points in product copy

Style Made Real

Outfit pairings, styling tips, “3 ways to wear the Shirley.” Real styling for real life — show how you’d actually wear them.

Behind the Design

Materials, construction, what makes J.Adams different at the $50 price point. Talk about the vegan leather, the cushioned insole, the details.

The Modern Woman’s Closet

Seasonal trends, styling for occasions, building a shoe wardrobe. How these fit into a real woman’s life.

Real Women, Real Shoes

Your honest experience. Unboxing, first impressions, how they held up. Authenticity over polish — always.

Do

• Keep the pace grounded, mellow, and slow
• Let moments breathe — hold on a shot a beat longer than you think
• Feel approachable and authentic, like a real person’s day
• Match the calm, confident energy of the brand

Don’t

• Use fast cuts, jump cuts, or high-energy editing
• Make it feel like a high-fashion campaign or runway edit
• Come across as pretentious or trying too hard
• Rush the pacing — if it feels frenetic, slow it down

Do

• Use lo-fi, calming, and relaxed tracks
• Think coffee shop playlist, golden hour vibes
• Acoustic, ambient, or soft instrumental works well
• Let the music sit underneath the visuals, not compete with them

Don’t

• Use rock, pop, rap, EDM, or anything high-energy
• Pick tracks with heavy bass drops or dramatic builds
• Use trending audio just because it’s trending — it has to fit the mood
• Overpower the visuals with loud or distracting music

Do

• Aim for warm, vintage tones — think golden hour, natural warmth
• Lean into ambers, soft browns, and muted warm highlights
• Keep skin tones natural and flattering
• Maintain a cozy, inviting feel throughout

Don’t

• Use cool, overly blue or teal color grading
• Go too desaturated or clinical-looking
• Over-stylize with heavy filters that distort product colors
• Make it look cold — JA should always feel warm

Do

• Focus should always be the shoes — show styling context but keep footwear as the hero
• Framing: legs from knees down (shoe is hero)
• Golden hour, natural light, warm ambient
• Real places — café, sidewalk, office, market
• Outfit-of-the-day feel, taken mostly on phone
• Simple yet witty — let personality come through
• Choose diverse models in ethnicity and size

Don’t

• Crowd the photo with too many props — keep it clean
• Make images feel too posed, forced, or unnatural
• Use harsh shadows or fake studio lighting
• Add too much saturation or contrast
• Go for a Vogue aesthetic — be down-to-earth
• Be too serious, stale, or depressed
• Be sexy or too revealing

Do

• Follow a neutral color palette with nice pops of color
• Let the shoe colors provide the main pops of color
• Add some grain or texture to create more dimension
• Play with shadows to show the creative side of the brand
• Stick to soft lighting or film light
• Create photos that evoke a sense of adventure

Don’t

• Use overly busy or loud color schemes
• Include too many colors that are off-brand
• Use a background that is too loud or busy
• Create photos with harsh shadows in studio
• Use a fake, unnatural studio lighting style
• Be cheesy