Living on the Edge
Challenge
Despite Rollie having a strong origin story around comfort and creativity, this wasn't resonating with younger audiences. Their signature colour clashing designs added further objections for their primarily Melbourne-based demographic, famously known for wearing black.
Solution
Centering on the phrase "for those who don't play it safe", this campaign tapped into the adventurous potential of its target audience. The emphasis was pulled away from tech features or versatility demonstrations. Instead we used unorthodox camera angles to appeal to the adventurous, while clear shoe details framed the composition without becoming technical product breakdowns. Shooting in a polished studio style kept the brand looking aspirational to match their price point, while styling recontextualised the brand into a street setting.
Client
Rollie
Category
Art Direction
Collaborators
Gabi Havens, Alethea van der Schalk
Year
2025
