Responsible Footwear Launch

Creative Direction & Storytelling for the launch of Frank And Oak’s first responsibly sourced footwear line, introducing the Nevasca Winter Boot, the Drift Everyday Sneaker, and the Skipper Recycled Sneaker.

The campaign followed founder Ethan Song alongside the artisans at the origin factory in Porto, Portugal, placing human craft, transparency, and intention at the centre of the narrative.

By documenting the making of the shoes through an editorial, documentary-style lens, the work translated sustainability and innovation into emotional credibility — building customer trust at a critical moment as the brand entered a new product category. The story-led approach helped establish footwear as a legitimate extension of the brand, driving strong adoption and creating a halo effect across seasonal collections for both women’s and men’s lines throughout the season.