Creative Direction
Seasonal campaign work for eco-conscious footwear brand Native Shoes.
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The goal–elevate the brand’s visual identity / make it feel less junior / appeal to adults
The Opportunity
I was brought on at Native Shoes to help with a problem. Covid brought all sorts of strains and challenges to brands. During the pandemic, much-loved Canadian eco-conscious footwear brand focused their business within the kid's market. Post covid they realised the brand position was tilted towards kids and there was little awareness in the market that Native Shoes did footwear for adults. They asked me in 2024 to develop a new visual identity through their Spring and Summer campaigns that built up brand awareness in the market that they are a full-family brand.
Spring Campaign
For the spring campaign, the focus was on the shoes made out of Sugarlite – a responsibly sourced renewable material that produces fewer carbon emissions. The concept for this campaign highlighted the unexpected adventures families have during spring and celebrated the wonder of slowing down and savoring those moments together. Emotions evoked: family, adventure, connection, freedom, authenticity
Summer Campaign
Summer is for everyone. It invites adults and kids to step outside and see where the day takes them. Where families rise with the sun and return after it sets. Days are spent jumping through sprinklers, playing hockey in the street, or backyard BBQs with the family and neighbours. Summer is an invitation to make memories you’ll never forget. This concept has a feeling of high summer, and captures all the golden moments where time doesn’t exist and daylight never ends. It’s the small memory-making moments that are often overlooked in the moment, but are often recalled later on.
With Special Thanks —
Creative Team: Jessica Liew, Claire Tam, Alex Ballingall
Campaign Photographer: Brie Lakin and Jeremy Jude Lee
Styling: Caitlin Sheehan
Production: Olivia Flanagan