Kenneth Cole

THE CHALLENGE: Kenneth Cole developed the "Courageous Class" campaign to converse with more seasoned working professionals through traditional advertising. We were tasked with bringing awareness of the Fall/Winter 2016 Collection to the new generation of professionals. THE INSIGHT: What do Kenneth Cole and all these Courageous Class members have in common with millennials? They want to do things that matter. Kenneth Cole himself was once a young professional struggling to find his footing on his own entrepreneurial path – much like our millennials trying to take their first steps into the real world. OUR RESPONSE: Do the current "Courageous Class" campaign...the millennial way. Bring it into the active, ever forward-moving digital/social sphere. MY ROLE: Make the Courageous Class accessible by drawing connections between the aspirational celebrities, inspirational influencers and approachable actions of #MyStepsWill. Gathering best practices from our platform partners and previous campaigns, I applied those insights into our creative concepts.

TEAM

Creative Baes: Lauren Fodero, Julie Roche, Erin Kelly, Matt Lucero
Photographer (MyStepsWill): Robbie Fimano

My role: Concept, Art Direction, UX

With the millennial move to mobile-first immersions, we took to Facebook Canvas to create a digital zine-meets-lookbook e-comm experience to inspire people to do something with their steps.

Below is the visual story we told.
(NOTE: Images below are optimized for desktop. Actual FB Canvas assets were optimized for in-mobile viewing)
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For the front (in-feed) cover, we shared some familiar faces.

But it's not just about celebs.
We also wanted you to be able to imagine what you could do in these shoes.

And lastly we offered one more motivational nudge to take your first steps toward doing something that matters to you.

Here are some extra goodies that we liked but didn't make the final cut: