Creative Direction · CGI Production · Content Strategy
Recognizing an opportunity in how CGI was reshaping brand storytelling across beauty and luxury, the case was made to bring the format into Sam Edelman's 2023 holiday campaign for the first time, realized in partnership with a CGI studio and guided from concept through final render. The idea centered the brand's signature green shoe box, rendered not as packaging but as scenery, amplified into a multitude until the boxes themselves became a larger-than-life brand world — one still rooted in warmth and whimsy, staged with the same playfulness that defines the brand's DNA. The films became Sam Edelman's top-viewed and most-engaged videos on Instagram to date.
