SHOES & SOX
fit for sunshine / campaign direction
challenge.
Shoes & Sox needed a campaign that would carry the brand into the new spring/summer season while aligning with its refreshed identity. The goal was to highlight key summer categories and spotlight brand partners, while reinforcing Shoes & Sox as the trusted expert in kids’ fitting. We wanted parents to feel proud to shop with us and kids to feel excited about the shoes they wear.
concept.
The inspiration came from summer itself: long days, warm light, and the playful energy of kids in motion.
We positioned the campaign under the tagline “Fit for Sunshine”. It spoke to our fitting expertise while capturing the carefree spirit of the season. Bright, bold colours, dynamic poses, and expressive styling brought the shoes to life in a way that felt both modern and authentic.
At its core, the campaign celebrated empowerment and individuality, showing that whatever the age, style, or adventure, Shoes & Sox has the right fit.
impact.
The Spring Summer 2025 campaign reintroduced Shoes & Sox as a brand for every occasion, not just school shoes. It connected with millennial parents by pairing trusted fit expertise with a fresh, style-driven look, and engaged kids with playful, expressive imagery. The consistency across digital and in-store channels strengthened the updated brand identity and set a strong foundation for future seasonal launches.
I owned the campaign end-to-end, shaping the creative direction, briefing and collaborating with photographers, and overseeing execution across digital, social, email, web, and in-store POS. I worked closely with Leni Herbert (Shoes & Sox Marketing Manager) on campaign copy to ensure tone and creative were aligned, and evolved the brand palette to capture a bright summer mood.
CREATIVE.
CREATIVE.
Creative direction by me, production by Carmen Cicchinelli, and photography by Duncan Killic. The Spring Summer ’25 shoot was a dream collaboration. Smooth, inspired, and full of warmth, perfectly capturing the spirit of the season.
