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 placed the brand's signature green shoe box center-stage, multiplied and set tumbling en route as though mid-delivery, a nod to the season's spirit of gift-giving. The boxes became a larger-than-life brand world, still rooted in warmth and whimsy and 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.
