Penn Shoes Autumn Campaign
Redefining Penn in the women’s footwear community. We were approached to help Penn Shoes show up on social media with purpose. We quickly discovered there was a misalignment with who they wanted to be known as and the content they were producing. We worked with the team to redefine Penn and help them produce the ‘Re Launch’ campaign to introduce Penn to the market. We delivered both video and stills to be used across organic and paid media.
The brief
Penn Shoes came to us to show up on social media with purpose. What we found early was not a production problem. There was a misalignment between who Penn wanted to be known as in the women’s footwear community and the content the brand was actually putting out, and no amount of better looking imagery fixes that on its own. So the work started before the camera did, with the harder question of what Penn should stand for and who it was speaking to.
The approach
We worked with the Penn team to redefine the brand’s position first, then built the ‘Re Launch’ campaign to introduce that version of Penn to the market. Shooting it meant treating the shoes as part of a whole outfit and a whole setting rather than product on a white background, because the decision a customer is making is about how a shoe fits their life, not how it looks in isolation. Locations were chosen to read as real places: sandstone steps, brick archways, ordinary streets.
What we delivered
A campaign film and a set of six styled looks covering the heels across a range of outfits, built to run across both organic and paid media. Producing the film and the stills from the same shoot kept the campaign coherent: the same styling, the same light and the same locations carry through, so a paid placement and an organic post read as one piece of work. It gave Penn a clear, repeatable visual language to build on, which is exactly what the second campaign went on to extend.
