Rothy’s
Rothy’s is best known for its sustainable women’s shoes. To launch its first luxury handbag collection — made from 100 percent recycled materials, we wanted to cement Rothy’s as a stylish brand that stands for something more. So we developed “A New Kind of Statement Bag,” a unifying campaign platform and tagline that debuted in OOH and a full page NYT print ad, alongside a manifesto I wrote.
The full campaign experience positioned Rothy’s as an authentic, prominent voice helping to redefine luxury — and it got people super excited about snagging a bag.
We created an immersive, digital experience that spotlighted our Statement Makers: five smart, stylish, socially responsible women each donning a different Rothy’s bag. We paired their bold, authentic statements with custom photography, audio sound bites from the women and longer form interviews. It all came to life in an unexpected horizontal scroll format, reminiscent of a high end coffee table book or fashion magazine. (Hats off to our brilliant art directors + designers + engineer).
We photographed (*well technically our incredible photographer, Celeste Sloman did) and recorded 5 talent in roughly 5 hours at 2 separate locations (one being a hotel room at 11 Howard Street, which we fashioned into a makeshift audio studio).
Across digital and social media, we introduced Rothy’s chic bags and highlighted the collection’s use of sustainably sourced marine plastic.
CREDITS:
Rachel Birnbaum, Creative Director
Claudine Ko, Culture Editor
Jennica Bocchino, Art Director
Taylor Huff, Art Director
Danny Walton, Senior Creative Video Producer
Maggie Fischer, Editorial Assistant
Fernando Capeto, Art Director
Fiona Murray, Editorial Director
Esther Haynes, Editorial Director
Rhonda McClain, Copy Editor
Sarah Hwang, Designer
Sophie Butcher, Photo Editor
Ben James, Head of Creative
Celeste Sloman, Photographer
David Stolarsky, Web Engineer