Freelace art director and graphic designer based in Melbourne, Australia.
Walking together: Platypus celebrates diversity and pride.
In a world where diversity and individuality are paramount, Platypus Shoes Store recognized the power of inclusivity and the freedom to express one's authentic self.
Diversity goes beyond selling footwear—it's about fostering a community that appreciates and celebrates the uniqueness of each individual. With Pride as a focal point, Platypus sought to amplify voices from its own stores, recognizing the importance of personal stories in promoting acceptance.
To celebrate Pride authentically, Platypus turned to its own diverse team members. The idea was to feature store employees in a campaign that went beyond showcasing shoes – it aimed to shine a spotlight on the personal stories and experiences of those who proudly championed inclusivity.
By inviting team members to be the faces of the campaign, Platypus not only embraced authenticity but also encouraged a dialogue around the diverse narratives that exist within its own community.The campaign became an opportunity to engage with team members, understand their unique perspectives, and celebrate the beauty of walking in one's shoes.
In Their Shoes had a profound impact, not just on the brand but on the broader conversation around inclusivity.
The impact was felt not only in increased brand loyalty but in the positive conversations sparked around the diverse experiences shared by the team members. The campaign was a declaration of the brand's values and a step towards creating a more inclusive world.
By allowing its team members to take center stage, Platypus not only celebrated Pride but also championed the beauty of walking together in the diverse and authentic shoes of its own community.
Agency: McCann Melbourne
CCO: Patrick Baron
Creative Director: Andrew Woodhead
Creative Team: Rafael Martins, Guilherme Machado
Producers: Stephanie Rinaldi, Cinnamon Darvall
Accounts: Georgina Pownall, Kim Handley
Social Media Manager: Jim Coumans, Cameron Watson
Production company: Lagoon Collective / Sydney
Music/Sound Production company: Gusto / Melbourne
Director of Photography: Edward Triglone
Photographer: Tim Swallow
In Their Shoes
Walking together: Platypus celebrates diversity and pride.
In a world where diversity and individuality are paramount, Platypus Shoes Store recognized the power of inclusivity and the freedom to express one's authentic self.
Diversity goes beyond selling footwear—it's about fostering a community that appreciates and celebrates the uniqueness of each individual. With Pride as a focal point, Platypus sought to amplify voices from its own stores, recognizing the importance of personal stories in promoting acceptance.
To celebrate Pride authentically, Platypus turned to its own diverse team members. The idea was to feature store employees in a campaign that went beyond showcasing shoes – it aimed to shine a spotlight on the personal stories and experiences of those who proudly championed inclusivity.
By inviting team members to be the faces of the campaign, Platypus not only embraced authenticity but also encouraged a dialogue around the diverse narratives that exist within its own community.The campaign became an opportunity to engage with team members, understand their unique perspectives, and celebrate the beauty of walking in one's shoes.
In Their Shoes had a profound impact, not just on the brand but on the broader conversation around inclusivity.
The impact was felt not only in increased brand loyalty but in the positive conversations sparked around the diverse experiences shared by the team members. The campaign was a declaration of the brand's values and a step towards creating a more inclusive world.
By allowing its team members to take center stage, Platypus not only celebrated Pride but also championed the beauty of walking together in the diverse and authentic shoes of its own community.