An insights-first brand campaign refresh.
CREDITS
My Role: Art Director, Designer, Copywriter | Agency: Barkley | Client: Payless ShoeSource | Creative Direction: Tim Sartain + Dru McCabe | Photography: Rennie Solis | Wardrobe: Taylor Jacobson
Payless wanted a brand refresh that took changes in marketing strategy into consideration and included a new creative approach to lifestyle and product photography outside a studio. The imagery needed to feel vibrant and authentic while resonating with their audiences in the Latin American and Caribbean markets.
thinking outside the studio
Prior campaigns were all shot on a sweep in-studio and imagery was beginning to look outdated and repetitive. Our customers were craving aspirational imagery that inspired and told a story. Using this key consumer insight to guide the concept, we brought the runway to her everyday life, inspired by the sights and sounds of the city.
Women don’t just express their style; they live it. So when she needs shoes to outfit her everyday, she heads to Payless for the latest trends and assortment. From her weekday comfort heels to his weekend sneakers, we’re more than a shoe store– we’re the place where life and style meet.
The campaign was live in twenty countries across Latin America and the Caribbean, accounting for 40% of Payless’ global revenue.
Collateral included an in-store signage kit, free standing insert, and organic social content. A library of images were collected in an on location lifestyle shoot in Los Angeles and an in-studio product shoot for use in future campaigns.
