Quick-Turn Campaign,
Long Lasting Impact
The original purpose-driven shoe company born in 2006, TOMS set out to modernize their brand in early ’23. Embroiled in a strategy shift but with a robust marketing plan already in place, they needed a campaign that could do a lot. And they needed it quick.
Nemo jumped in to create a bridge campaign that took TOMS from where they were to where they needed to go. The approach: connect with their new target audience and tell unique stories across everything from summer vacay to holiday, from ecomm and email to retail and paid media.
CAPABILITIES
Creative Concept Development
Visual Direction
Art Direction
Copywriting
Production Planning
Product and Lifestyle Photo Shoot
Retouching and Post Production
Visual Center Development
Digital Asset Creation
Good to Go, No Matter Where You Go
TOMS was on a mission to connect with their new target audience. Dubbed the Compassionista, she’s the Millennial whose style is individual yet timeless, who values purpose in everything she does.
We celebrated the thoughtful, versatile style of TOMS’ shoes by capturing the Compassionista on the move. She’s having fun. She’s put together anytime, anywhere. She feels good knowing her purchases make a positive impact.
An all-channel marketing plan is a hungry beast.
We birthed a creative, flexible campaign system that let our assets work hard and kept things interesting from June all the way to November.
We also built a style guide—a design, messaging and retouching roadmap—so Nemo and the TOMS internal team could craft simultaneously awesome creative.
Feed the Feeds
1 Week. 3 Cities. 12 Models. 130 Shoes.
The campaign shoot was a feat of variety, speed and scale. The pre-pro strategies that helped us win include mini studio sets and modular props to quickly create lots of environments, multiple photo crews at the same lifestyle location to lower costs and up the output, a wide range of models and wardrobe changes for max variety, and more.
“Working with Nemo was an incredible experience. We captured some of the most beautiful studio and lifestyle photography we’ve done to date because of their partnership.”
AMY SMITH
TOMS Chief Brand & Impact Officer