Building a world around Pollacki.
Expanding an avant-garde footwear brand through Brand Perception.
Creative direction by Alan Capriles / Animus Studio.
A visual exploration of how a niche footwear label could be perceived through Brand Perception.
Experimental footwear often has great design but weak positioning.
Without a clear perception, audiences see unusual products instead
of desireable ones.
My opportunity is to close that gap by building a world that makes the product feel desireable.
Walkthough
Existing Brand
The brand has a distinct design.
But the perception doesn’t match the product.
Perception Gap
A premium product without a world to belong to creates a perception gap.
The Strategy
Building the universe around the boot: space, behavior, objects, tone, and aspiration.
Campaign World
Visual Narrative
Result.
