Kenneth Cole
F/W 2016

CLIENT: KENNETH COLE PRODUCTIONS
Agency: Carrot-VICE
Creative Baes: Lauren Fodero, Julie Roche, Erin Kelly, Matt Lucero
#MyStepsWill Photographer: Robbie Fimano

My role: Creative Art/UX Lead

THE CHALLENGE: Kenneth Cole initiated 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 looking to find their purpose in 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. And make it about the audience. Help them imagine themselves as a member of the team.
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.

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.

We developed a learnings-driven toolkit/photo library based on a narrative funnel that went something like this:

First, some familiar faces

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

and then one more motivational nudge to take your first steps toward doing something that matters to you

Here are some more goodies we shot: