The goal was to capture the magic of childhood in its purity. This campaign featured the launch of three new hands-free kids silhouettes for back-to-school.
Photographer: Togi Batmunk, Videographer: Conner Ward, Creative Director: Lane Russell and Chris Froelich, Art Direction and Styling by me
For the styling, i didn't want the kids to look like they were dressed by adults trying to make them look like kids. I knew i couldn't capture their creativity and style on my own, so I let them each take lead! I purchased extra wardrobe, props and fun accessories so they could have lots of options and get really creative! It was so fun to see the choices they made, a lot of combinations i never would have thought of on my own.
The empowerment of choosing their own outfits really reflected the campaign: the independence of putting on your own shoes. You could feel the confidence pouring out of the kids knowing they picked out their own looks which translated well on camera.
below: images from the fitting where the kids picked out their outfits including socks, accessories and shoes
above: back to school billboards