Wear Your Shoes.

As someone with a lot of passion for sneaker culture and the footwear space, there has been a common sentiment that I've noticed within the community:

A lot of people don't wear their shoes.

Whether it's from price or other reasons, many people find the need to pamper and protect their shoes. Since the beginning, I had always found this sentiment a bit odd. I mean, shoes are made to be put on your feet and worn. That's the purpose they were meant to fulfill.

Using many different visual touch points: photography and graphic design, this was the sentiment that I aimed to distill through the lens of a collaboration campaign between Nike, Onitsuka Tiger, and New Balance.

Wear Your Shoes is a self-made campaign that is a collaboration embodies the spirit of fulfilling one's true purpose.

‍

I crafted a type system designed to be flexible, emotive while maintaining the attention on the accompanying elements around it. I began with the campaign tag-line of ‘Wear Your Shoes’, and other lines of “Shoes are Meant to be Worn’. Which sets a foundational balance between the audacity to go against the human nature of savoring what we perceive as precious.

Highlighting the wear and tear that comes with daily use of footwear was paramount for this campaigns imagery. One key concept for photography was to ensure that the model’s outfits were relatable to viewers. Within this framework, I experimented quite a bit with the posing, styling, set design (with the shoes) to evoke the emotion of the message.