Sperry Campaign
Proposed campaign for Sperry Topsider aimed at engaging a younger demographic by showcasing their footwear in urban, street-style settings rather than traditional nautical environments.
DESIGN
ILLUSTRATION
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Agency / Tether
ECD / Matt Schmunk
ACD / Cynthia Tuan
Found art and images for reference
While researching the demographic, one idea kept rising to the top:
Gen-z is the influencer generation.
Gen-z doesn’t trust traditional advertising; they trust what they see in their curated feeds from their favorite influencers. By using a familiar grid system and mixing shoes in with lifestyle shots, Sperry becomes the influencer.
With a slight nod to seafaring navigation, the headline implicitly communicates trust in the audience as well as empowerment.
