Sarah Flint Perfects Campaign
ART DIRECTION & DESIGN
The Perfect Collection is a capsule of core footwear at Sarah Flint, designed with comfort features not often found in the luxury shoe space. For Spring 2022, the goal was to romanticize this collection and attract new customers by nodding to the comfort-driven features in a fresh way.
I proposed a number of concepts for the shoot, and ultimately landed on incorporating florals alongside the shoes in a still life environment. Florals are a quintessential branding note for Sarah Flint, and the natural elements mirrored the shoe's shape to convey the soft, natural fit. Different floral elements nodded to the shoe’s features. The arc of a stem represented arch support. A flower in bloom highlighted a wider toe box. And floating petals showed the shoe’s lightness and soft padding.
The direction called for dramatic lighting to emphasize the angles and details, and incorporated fabric backdrops since prints are so close to the brand.
The assets came to life in a direct mail piece I designed, specifically aimed toward customer acquisition and brand introduction.
PHOTOGRAPHER: Marshall Troy
