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Case Study #54: Mothers & Daughters Campaign

style and comfort, together.

in the fall/winter 2015 campaign objectives, we saw an opportunity to tell a purely branded story that only Naturalizer could own in its authenticity to making comfort and style in every shoe for a woman in any part of her day and movement through life. The objective of capturing stories of real mothers and daughters was to communicate the idea that being comfortable transcends generations. The Need for Comfort is Ageless. The Need for Style is Ageless. Naturalizer is Ageless. In addition to still imagery, we captured short docu-style moments of each of our 3 mothers and daughters. In-store and online.

Client: Naturalizer  |  Producer: Matador Productions  |  Photographer: Anna Wolf  |  Creative Director: Annie Martineau  |  Art Director: Victoria Sasek  |  Copy: Tracy Marklein, Annie Martineau  |  Video Director: Geoff Ryan  |  Video Producer: Nick Goldfarb  |  Wardrobe: April Hughes  |  Hair: Carmel Bianco  |  Makeup: Brit Cochran

 

she taught me.

stories of real mothers and daughters came to life in the Spring/Summer 2016 season of this campaign to tap into a pillar of the Naturalizer brand: "The Need for Comfort is Ageless. The Need for Style is Ageless. Naturalizer is Ageless." Style transcends generations. Similarly, mothers and daughters share a special bond that spans cultures, generations and personalities. We wanted to communicate the modern thought that daughters teach their mothers as much as they learn from them. With relating to the brand mission, "Naturalizer is dedicated to helping women look good and feel good all day long", the campaign's message is - it's not what you wear, it's how you wear it. Celebrate and take comfort in your individuality.

Client: Naturalizer  /  Producer: Matador Productions  /  Photographer: Anna Wolf  /  Creative Director: Annie Martineau/  Art Director: Victoria Sasek/  Copy: Tracy Marklein, Annie Martineau/  Video Director: Geoff Ryan/  Wardrobe: April Hughes  /  Hair: Carmel Bianco  /  Makeup: Brit Cochran