Novo Shoes - design process
This campaign explores the versatility of Novo Shoes through a surreal and visually striking lens. Each image combines still life photography of a model’s legs wearing Novo Shoes with urban landscape photography, creating composite visuals where the shoes and legs appear at an exaggerated scale within real city environments. The oversized legs become architectural elements within the scene, walking through streets, resting on rooftops, or standing beside buildings, symbolising how Novo Shoes are designed to be part of every step, in every moment of a woman’s life. The title Wear the Moment reflects the campaign’s core message: Novo Shoes aren’t just worn, they become part of the story, no matter the setting.
Brief
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Develop a campaign concept for Novo Shoes
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Develop a tagline
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Ensure photography drives the campaign’s creative direction
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Use current shoe collection
Concept Ideas
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RE-WRITE THE RULES
is a rebellious and empowering campaign that challenges outdated ideas about fashion, femininity, and how women should show up in the world. Novo Shoes aren’t about following the rules, they’re about writing your own. This campaign spotlights women breaking norms, wearing heels to skateparks, sneakers to the office, or boots to a formal event. It celebrates confidence, individuality, and fearless self-expression.
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WEAR THE MOMENT
Surreal composites featuring oversized legs and Novo Shoes within real urban environments. Each image captures a "moment", commuting, dating, partying, relaxing, showing how Novo Shoes are part of everyday and extraordinary life.
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THE EDIT
Styled like a high-fashion magazine editorial, this campaign features bold editorial layouts with Novo Shoes as the centrepiece. Each shot pairs a shoe style with a bold identity (e.g., “The Rebel,” “The Dreamer,” “The Architect”), encouraging self-expression through footwear.
Chosen Concept
WEAR THE MOMENT
I chose this concept because the title speaks to the versatility of NOVO Shoes and their ability to fit seamlessly into the lives of all women, no matter the moment.
Inspiration
Below are images I took inspiration from, I like the balance between shots of people wearing the shoes and standalone images of the shoes in urban settings, it creates a strong visual contrast and adds creative depth to the campaign.
Image credit: Pinterest
Test Images
To ensure consistent lighting and shadows, I chose to photograph the model wearing the shoes and then capture the same scene without the model, allowing me to composite the images in Photoshop. This approach presented challenges, as each pair of shoes required a different outfit, which meant transporting multiple wardrobe options and finding suitable places for the model to change on location. After this test exercise I decided to trust my Photoshop skills and photograph the scene & legs/shoes separately and composite them digitally.
Pre Production Planning
I realised the importance of trusting my technical skills by photographing the urban scenes separately from the model wearing the shoes. To streamline the workflow and avoid the logistical challenges of on-location wardrobe changes, I decided to shoot the model in a controlled environment. I also developed a detailed plan that paired specific shoe styles with selected urban landscapes, ensuring I was well-prepared and avoided unnecessary time lost during production. Below is the list of scene ideas matched to each shoe style.
ROAD CROSSING – flat shoes depicting a possible lunch break moment with someone crossing the street.
AIRPORT – high heel boots, sleek, aspirational moment showing a person walking to or from a private jet, representing a confident, high-level professional lifestyle.
LIBRARY – sneakers in a library scene with a student, showing Novo’s appeal to youthful, everyday moments.
TRAIN STATION – flat heel boots, a commuter scene at a train station, emphasising comfort and practicality.
OUTSIDE A RESTAURANT – heels capturing the intimate atmosphere of
a date night.
BEACH – sandals sitting on the sand looking out to the water.
OFFICE – closed toe heels in an office scene showing a professional woman.
PARK – boots in an autumn park scene with lots of leaves around.
SHOE BOX – A giant shoe box in the middle of the road marketing and brand awareness.
SHOPPING BAG – Shopping bags hung in various places for marketing and brand awareness.
Image Development
Here’s a look at how each image was created, step by step.
Marketing Collateral
These photographs can be utilised across a range of marketing materials, including editorial, social media posts, website banners, email campaigns, print advertisements, and oOh marketing. Here are some examples of marketing collateral.
Tram Wrap Advertising
Full tram-wraps circulate daily through high-density CBD and inner suburbs like Collins Street, Bourke Street, St Kilda, and Southbank, ideal for maximum exposure. Tram-wraps on full routes offer 100% exclusivity and consistent brand presence for the typical 8-week campaign period.
47% of people remembered seeing ads at transit stops (at tram stops or bus shelters)
42% of people remembered ads on the vehicles themselves (tram wrapped in advertising)
Tram Stop Advertising
the scale and importance of Melbourne’s tram network suggest a comparable coverage and audience scale for tram shelters.
12 SECONDS – Is the average attention span of commuters waiting at a tram stop
20-30 MINUTES – Is the average wait time for commuters
SIZE MATTERS – These formats are 5.9x more likely to be remembered than digital ads
5000+ – oOh! media’s management of 5,000+ shelter sites in Melbourne further confirms the scale and prominence of this format
