The options for who you are and what you can be in the world are endless. There’s no one way to do anything.

Footaction needed a new approach for a back to school campaign that would launch in different geographical regions based on when students went back to school.

We created a campaign strategy that gave creative control to four regional artists who interpreted the latest back to school fashions their own way. With content that expressed a refreshed brand ethos and created localized product stories, the campaign rolled out across digital, print, social, influencer partnerships and in-store activations, building a model for the brand to participate in youth culture.