Less is more… disruptive
Sperry brought us in to support an evolution from adventure to fashion. With a short ramp to holiday, the in-house CD called on us to lead holiday concepting with the team. We delivered “Boatload of Joy,” a simple, genuine expression of the joy of giving Sperry that leaned on product and studio shots plus in-house illustration to be disruptive + on budget. It exceeded all expectations to become the benchmark for holiday success.
Authenticity breaks through
Ministry of Supply was founded by MIT grads to marry performance with professional clothing. They needed a holiday campaign that would bring in new shoppers without alienating the old or feeling too promotional. Rather than pushing for something edgier, we celebrated their authentic, cerebral DNA and made it consumer-relevant. The impact of the “Scientifically Better Gifting” concept we helped bring to life across all channels? Their best holiday to date.
Is it really about the shoes?
As M.Gemi’s first creative director, Rachel tested (and proved) a theory. Showing the shoes isn’t as powerful as your own imagination and achieved consistently better performance with copy alone. Later, M.Gemi called on HCC to strategize and build on this finding with new tests, including offering what felt like an edited selection and training the consumer around Mondays as new drop days. We were able to develop brand-right test creative in just a few days while the in house team remained focused on its work.