I worked at Brown Shoe Company (Caleres) in 2015 as the in-house creative director for Naturalizer. The N5 Contour campaign featured below all started as a request for a bag insert. Eventually, internal stakeholders understood and were on board with this larger, multi-channel effort to start the process of redefining the Naturalizer brand with the guiding principle that ‘you don’t have to sacrifice comfort or style. You can have both. More importantly, you deserve both.’

The execution of this idea was to focus on a story much like that of a stage performance - dramatic, black and white, heroic, feminine. The campaign design aesthetic provided a differentiator within the space of comfort shoe brands, while also defining a new creative standard for the brand presence to reach new audiences.

1/expertise
brand identity
content strategy
print design
campaign ideation
on set direction
production management
video storyboarding
editorial copywriting

2/team
Client: Naturalizer
Creative Direction: Annie Martineau
Creative Team: Victoria Lunde, Eve Kinsella, Tracy Marklein
Producer: Matador Productions
Photographer: Anna Wolf
Wardrobe: April Hughes
Hair: Carmel Bianco
Makeup: Brit Cochran  
Talent: Monica Vaughan