Penn Shoes Winter Spring Campaign
Penn Shoes are designed with life in mind; minimising the choice that customers have to make when choosing a shoe. This was our second shoot with the Penn Shoes team, focussing on how the shoes can be worn in a casual environment. With this in mind, we worked with the team to create a campaign showcasing their shoes with a collection of styles and variability. We delivered both video and stills to be used across organic and paid media.
The brief
This was our second campaign with Penn Shoes, and it built directly on the positioning the first one established. Penn designs with life in mind, with the aim of minimising the number of decisions a customer has to make when choosing a shoe. The brief for this shoot was to show that claim rather than state it: the same shoes working across a range of casual settings and outfits, so the range reads as versatile rather than as a set of separate products competing for the same purchase.
The approach
Where the first campaign introduced the repositioned brand, this one had to demonstrate the promise. That meant variety inside a consistent frame: a spread of styles, colours and outfits, shot across casual environments a customer would recognise, a cafe. Running several looks through the same setting makes the comparison legible. You can see the same idea carried by all heels, which is the argument the brand is making about choice.
What we delivered
7 socials campaign films and a set of seven styled looks covering the heels across casual outfits, delivered for use across organic and paid media. Shooting film and stills together again kept this campaign visually continuous with the first, so the two sit together as one body of work rather than two unrelated seasons. That continuity is what lets a brand build recognition, and it is the payoff of the positioning work done at the start of the relationship.
