Stio Footwear Collection - Brand Launch ‘22
Footwear was a new category and the visual launch was integral to the program's success. The goal was to create a campaign to inspire the consumer to see and feel that Stio’s new shoes are comfortable, functional, and built for elements you experience in the mountains. This was a large category for the season and sell thru was important for the success of the line but also the brand.
Creative Direction/Art Direction/Production
Photography: Peter Lobozzo
Lifestyle Photography
Based on my experience and perspective in selling footwear I drove forward a concept that spoke to the functionality and versatility of these styles. The idea was to capture shallow depth of field and crop in tight on the products. Wear these to the mountain for a day of shredding and enjoy the slipper-like feel after. I set two days of shooting around Jackson Hole to capture a variety of locations, activities, and models.
PDP/Landing Page
Simple PDP footwear category studio product videos to help showcase the look and feel of the collections. Shot Men’s, Women’s, and individual products for landing page and site launch
Winter Catalog Launch
Created a category launch spread along with men’s and women’s individual layouts.
Email Launch
Launched with a teaser email a month early to create hype around product drop. Launched with men’s, women’s, and genderless campaigns. A month later, it was followed by a shoe designer spotlight.
Social Launch
Same concept as email launched with a teaser social post a month early to create hype around product drop. Launched the program using men’s and women’s lifestyle images.
