We’re a creative agency based in NYC. We develop brand identities and strategic positioning for innovative businesses, working across a multitude of industries like fashion, kids, education, and tech. Hello.
kate spade new york
FALL 2021
Building on our summer campaign and the theme of re-emergence, we continued our partnership with kate spade new york into the fall — and onto the streets! Set to a reimagined “Downtown” and performed entirely in crosswalks, the campaign reflects the transition we’re in, and celebrates the joy of taking steps, making moves, and getting to the other side. Choreographed by Dylan Pearce and starring another talented cast of New York performers whose industry has been hit especially hard, the campaign is a joy-filled hit of movement, perseverance, and possibility.
NYC Takeover
Giving New Yorkers a jolt of joy on the go, the out-of-home ads sprung up across the city, above and below ground. Still photography by the talented Gus Powell.
Broadway–Lafayette Subway Station
Columbus Circle Subway Station
Rockefeller Center Subway Station
World Trade Center | The Oculus Transportation Hub
World Trade Center | The Oculus Transportation Hub
Campaign Extension
Instead of a traditional retargeting approach — i.e. repurposing e-commerce photography — we shot a set of playful, behind-the-scenes photos that bring the spirit of each product to life. Photography by Doerte Fitschen-Rath.
Behind the Scenes
Services Provided
CAMPAIGN CONCEPT
CAMPAIGN STRATEGY
CREATIVE DIRECTION
ASSETS CREATED:
FILM, PRINT, OUT-OF-HOME, SOCIAL, BTS
The Team
Theresa Canning Zast
Meredith Bergonzi
Doerte Fitschen-Rath
Rachel Urbach
Jackie Blum
Steve Quint
Sky Vargas
Lisa Lundy
Naomi Azuma
in collaboration with the team at kate spade
Director + Choreographer: Dylan Pearce
Assistant Choreographer: Nina Hudson
Director of Photography: Ben Carey
Photography: Gus Powell
Stylist: Stella Greenspan
Behind The Scenes Video: Anthony Garrison
Social Photography: Doerte Fitschen-Rath
Hair: Moiz Alladina
Makeup: Fulvia Farolfi
Production Company: Good Company
Music Production: Mophonics