THIS IS NOT A SHOE.
IBG - Creative Director & Strategist
“An Object of Presence.” Mentored by MATTE Projects.
Our goal was to build a brand world across physical and digital touchpoints.
This campaign positions luxury footwear as a sculptural object, not just a product. Created for designer Will Chambers, the project explores how fashion can exist beyond function, through form, materials, and experience.
The campaign is for design-forward consumers who value concept, form, and intention.
Integrated Campaign 2025
MEET LUCA
The User Journey.
Luca is an architect and art curator living in New York, drawn to clothing that feels more like sculpture than fashion. For Luca, design is a way of moving through the world with intention.
On her way to work Luca walks past a torn, minimal street poster. No product. No context A QR code is stenciled in the bottom corner. Luca looks again. but doesn't scan, she continues walking.
The next day she stumbles into this QR code, this time stenciled directly on the sidewalk. It feels intentional. This time she scans, taking her directly to a microsite
When she opens the website she first views the brand film and an address that takes her to Dover street market in NYC, followed by the question "What gives something meaning beyond use?"
The film takes Luca to Dover Street Market, where she enters a pop-up event. The space feels like an art gallery rather than a store. The aim is to change how people see the shoes, turning them into a conversation starter.
In the store, Luca picks up a zine with handwritten notes, sketches, and underlined manifesto quotes. The materials feel true to the brand.
Luca buys the shoes. The box is matte and solid, with no branding. Inside, the shoes are sealed in clear structured plastic. A fabric receipt sits beside them, part proof of purchase, part certificate of authenticity.
A few days later, Luca checks the receipt and notices a phone number. She calls but reaches voicemail, which only gives an address for a pop-up event. It’s an invitation to a private gallery showing and a digital drop, reminding her to continue the conversation.
6 TOUCHPOINTS
All true and intentional to Luca’s world.
DISCOVERY - PRINT AD
ENGAGEMENT - STREET QR CODE
IMMERSION - POP-UP EXPERIENCE
INTERACTION - DIGITAL CONTENT
PURCHASE - PACKAGING
POST-PURCHASE - COMMUNITY
In collaboration with Fiamma Noto, Brooke Playne and Isabelle Welch
Special thanks to James Frasser