Message shoes launched in 2023. It was a new footwear brand built around a single hero product: a cork-soled, unisex slide. The ask: Make this shoe look comfortable enough to wear to and from yoga AND elevated enough to hold its own against sportswear and casual tailoring. The launch required a full suite of still and video assets deployable across every channel simultaneously.
I concepted and creative directed a location shoot in the hills of Malibu. The landscape was chosen for its open sky, sunshine, natural textures, and sense of place. Styling direction was to show the spectrum of outfitting Message shoes supported—from track pants and windbreakers to perfectly-faded denim and tailored suits. Stills and video were captured simultaneously, with the full channel ecosystem in mind from the start — social, editorial, e-commerce, campaign.
