-
Mot–Repositioning Classic Leather vs. Everday Canvas
-
This campaign introduces a clear distinction between our Classic Leather and Everyday Canvas shoe collections, showcasing their unique qualities and ideal uses. By clarifying the characteristics of each style, the campaign helps audiences appreciate the specific benefits and contexts suited to both leather and canvas shoes.
-
Date: 2019—2021
Medium: visuals
Role: Art Director
-
This campaign redefines our leather and canvas shoe collections by highlighting their unique qualities and ideal uses. Crafted from 100% genuine cowhide leather, our Classic Leather shoes embody sophistication, require attentive care, and are designed for professional settings and formal events. In contrast, our Everyday Canvas shoes, made from 100% cotton, offer a casual, versatile option that’s easy to care for and perfect for everyday wear.
To visually emphasise these differences, the Classic Leather shoes are presented in a clean, editorial studio setting, capturing their premium feel. In contrast, the Everyday Canvas shoes are photographed in natural, outdoor environments, conveying a relaxed, everyday appeal. This intentional contrast provides a clear understanding of each style’s character, guiding audiences in appreciating the distinct advantages of leather versus canvas.
-
In the initial phase of the Classic Leather campaign, the focus shifts away from directly showcasing the product, opting instead for an abstract approach. This builds anticipation and conveys the refined aesthetic of the Classic Leather line. With the audience already familiar with the product, this subtle, impressionistic presentation evokes a sense of elegance and exclusivity, inviting viewers to reimagine the experience of Classic Leather shoes in a fresh, sophisticated light.
-
Once anticipation is built, the next set emphasises details like texture, material, and the distinct character of both the Classic Leather styles. These visuals highlight the quality of genuine leather and showcase the meticulous craftsmanship that sets Mot’s Classic Leather shoes apart from other leather shoes in the market.
-
In contrast, the initial stage of the Everyday Canvas campaign focuses on capturing the typical everyday activities of Vietnamese life, highlighting how the shoes seamlessly fit into a variety of situations. Emphasising versatility, the visuals present Everyday Canvas as an essential, adaptable choice for any casual setting.
-
The focus is on how even the most mundane activities can hold a sense of poetry. Each shot is carefully selected in nameless locations that feel familiar to our Vietnamese audience, capturing a sense of everyday beauty that resonates deeply with their daily experiences.
-
The campaign launched during Tết, Vietnam's biggest holiday, so two additional shoots were created to capture the festive atmosphere of the New Year. These images capture the spirit of excitement and preparation leading up to the big holiday, showcasing the everyday aspects of Tết that, as Vietnamese, we all know but rarely discuss.
-
For the hero shots, the focus is on the Everyday Canvas shoes against simple, natural backgrounds with natural lighting. Texture, pattern, light, and shadow are used thoughtfully to create visual interest while evoking a sense of casual familiarity. This approach captures the relaxed essence of the Everyday Canvas, keeping the look authentic and effortless.