SHOES & SOX
FIT KIDS ON THE BLOCK / campaign direction
challenge.
For the Autumn/Winter 2024 season, the challenge was to modernise the Shoes & Sox brand and reposition it as the go-to destination not just for well-fitted shoes, but for kids’ fashion. Historically known for expertise and practicality, the brand lacked cool factor. This campaign set out to change that, bringing style and attitude into the conversation while keeping comfort, fit, and playfulness at its core.
concept.
Fit Kids on the Block captured a new confident, expressive and fashion-forward side of the brand. The concept celebrated individuality and self-expression through bold colour, playful copy, and dynamic styling. I led the creative direction, shaping a visual language that combined street-style energy with Shoes & Sox’s trusted sense of comfort and fit. Campaign copy was developed in collaboration with Vanessa Isaac (Shoes & Sox Marketing Manager), balancing cool-kid confidence with the warmth and humour parents connect to.
impact.
The campaign successfully shifted brand perception, establishing Shoes & Sox as a destination for style as much as fit. The vibrant colour palette, confident messaging, and inclusive tone resonated strongly across digital, social, and in-store channels, setting a new creative benchmark for future seasons and helping the brand reclaim its cool factor.
CREATIVE.
CREATIVE.
Produced by Vanessa Levis and photographed by Camille Nuttall, the shoot embraced urban texture and natural light to strike the right balance between polish and authenticity. I sourced props, oversaw wardrobe and art directed on-set to ensure every image felt fresh, inclusive, and playful.
