Sergio Rossi asked 150UP to imagine a correlated campaign to announce the pop-up store at Westfield Century City Los Angeles.
The protagonist of the campaign of the agency was the capsule collection designed by Elizabeth Stewart, featuring an ankle-strap sandal and a stiletto pump in different colors and finishes. The creations were emblazoned with the empowering words strength, kindness, sharing, hope – all of those keywords for the women’s empowerment in the modern business world.
A hidden source of strength, a wearable lucky charm. The totality of the income has been devolved to TIME’S UP, an organization that insists on safe, fair and dignified work for women of all kinds.
The correlated campaign to announce the pop-up store at Westfield Century City Los Angeles was composed of a mix of photos and motion – celebrating the outstanding shoes designed by the top celebrity stylist Elizabeth Stewart for Sergio Rossi. The major source of inspiration, in particular, was the texture on the ankle-strap sandal and the stiletto pump. The four keywords were celebrated with mega typography, presented as a channeling a mantra for all women in the world.
The visual campaign has had great prominence at national and international level, as well as created a strong buzz on social media. The main output has been on Instagram, in the form of both posts and stories posted on the IG channel “Sergio Rossi Official”.
Stewart told Footwear News at the event,
I wanted the shoes to be a sort of a talisman for the wearer. First it was ‘strength’ and ‘power’ — the idea being you can go on a job interview and you put them on and it gives you strength — but also I don’t want to forget things that [women] want to be, like kind and sharing. It’s a reminder and source of strength.
150UP is constantly on the move between new technologies and art direction, content creation and graphic design, corporate identity and personal projects.