BEYOND THE CLOTHES
HOW DO YOU TURN A RETAIL BOOT STORE INTO A LIFESTYLE BRAND?
Tell the stories that unite their consume base.
In four and a half months of production, at seven locations across three states, I recorded hundreds of conversations and curated and planned content. The stories were turned into a microsite where people could shop the looks they saw. I chose one story to expound on to turn into a mini documentary. That doc was eventually cut into a TV spot, and three short teaser videos. The campaign won gold and silver Addy’s.
“There’s something about dancing that just feels good.”
The Broken Spoke | Austin, TX
DP: HUA LIU
EDITOR: MELYSSA VASQUEZ
WRITER/PRODUCER/DIRECTOR: SAVANNAH CLEMENTS