FIAT / ITALY IN AMERICA
35 years after "Do The Right Thing," Spike Lee and Giancarlo Esposito are back at it with an Italian-American spin, starring the all-new, all-electric Fiat 500e.
Find out more about the campaign on AdAge and Hollywood Reporter.
Role: ACD / Copy
Creative Direction, Concept, Script.
Core Team @ROSEWOOD Creative:
ECD: J Smith
CD / Art: Chen Liang
Copywriter: Isaac Wolfe
Production Team @Pony Show:
Director: Spike Lee
DP: Matthew Libatique
EPs: Susan Kirson, Jeffrey Frankel
Creative Direction, Concept, Script.
Core Team @ROSEWOOD Creative:
ECD: J Smith
CD / Art: Chen Liang
Copywriter: Isaac Wolfe
Production Team @Pony Show:
Director: Spike Lee
DP: Matthew Libatique
EPs: Susan Kirson, Jeffrey Frankel
Red Wing Heritage / Out Of Fashion Since 1905
Trends are temporary. Icons are timeless.
With fast fashion as our enemy, we launched the first-ever global campaign from Red Wing Heritage.
For over a century, Red Wing has made boots for people who live life on their own terms. Out Of Fashion is an ode to those who defy conventions and value quality and longevity over the latest fashion trends. Those who are iconic — just like Red Wing.
Covered on Hypebeast, Complex, Adweek and RedWingShoes.com
For over a century, Red Wing has made boots for people who live life on their own terms. Out Of Fashion is an ode to those who defy conventions and value quality and longevity over the latest fashion trends. Those who are iconic — just like Red Wing.
Covered on Hypebeast, Complex, Adweek and RedWingShoes.com
Hero Stories
We launched the campaign with stories from three different continents.
WANT SHOW LAUNDRYTaichung, Taiwan
BIONI SAMPLondon, England
CONCRETE COWGIRLPhiladelphia, USA
CHAPTER 1 - WANT SHOW LAUNDRY
He’s 83, she’s 84, and they model other people’s forgotten laundry. Wan-Ji and Sho-er, the owners of Want Show Laundry (@wantshowasyoung) in central Taiwan have become Instagram stars for posing in left behind garments. Despite their overnight celebrity, Wan-Ji and Sho-er live by a simple philosophy: forget all the rules, but don’t forget your laundry.
THE COLLAB
Inspired by Want Show Laundry’s commitment to circular fashion, we sourced Red Wing’s own left-behind boots and gave them new life. The co-curated collection included unreleased prototypes, special editions, limited runs and some of Red Wing’s rarest, unseen, and most exclusive styles, which were offered up for auction in a collaboration for good.
Proceeds were dedicated to the Want Show Laundry Redefine Project, a circular fashion initiative focusing on uniting Taiwan’s laundromats to sell long-forgotten items of clothing, covering unpaid cleaning bills, and benefiting other charitable causes in Taiwan.
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Inspired by Want Show Laundry’s commitment to circular fashion, we sourced Red Wing’s own left-behind boots and gave them new life. The co-curated collection included unreleased prototypes, special editions, limited runs and some of Red Wing’s rarest, unseen, and most exclusive styles, which were offered up for auction in a collaboration for good.
Proceeds were dedicated to the Want Show Laundry Redefine Project, a circular fashion initiative focusing on uniting Taiwan’s laundromats to sell long-forgotten items of clothing, covering unpaid cleaning bills, and benefiting other charitable causes in Taiwan.
CHAPTER 2 - BIONI SAMP
Nestled in a hidden corner of a London park is a small green hut that serves as the workspace of international DJ and beekepeer Bioni Samp. But the enigmatic musician isn’t your average DJ. Using synthesizers of his own design, Bioni composes music from the sounds of bees and honey as a way to draw attention to the fragile ecosystem of pollinators.
CHAPTER 3 - CONCRETE COWGIRL
Erin Brown isn’t your average cowgirl—she’s the Concrete Cowgirl. A life-long equestrian and proud associate of the historic Fletcher Street Urban Riding Club, Erin spends her days riding horses and running the Philadelphia Urban Riding Academy. Its mission: Preserving the life, legacy, and culture of Black urban cowboys and cowgirls in the city of Philadelphia.
ADDITIONAL STORIES
Out Of Fashion became an ongoing platform that celebrates uncoventional stories from all over the world. Partnering with local photographers, we’ve released documentary-style photo essays that capture diverse individuals living on their own terms. The full series lives on Instagram @redwingheritage and redwingheritagewomen. Below are a few of my favorite stories I’ve had the chance to help bring to life.
While most golfers opt for fairways and greens, Patrick “Tiger Hood” Barr makes the whole city his course. After finding a golf club in a garbage can in 2008, he’s been trading grass for asphalt and golf balls for milk containers ever since. An artist by profession, Patrick sells his photography in Manhattan and has spent decades traveling across the boroughs capturing daily life in the city. Now, he still carries his camera with him as he carts his clubs across New York City, aiming for a small cardboard box on the side streets.
Motorcyclist and mechanic, Domitilla’s life didn’t always revolve around the racetrack. In another life, Leoni was a model and presenter. Now, she runs a 24/7 workshop where she repairs motorcycles, Airstreams, and everything in between. “I went from the catwalk to racetrack, from high heels to Red Wings,” she says.
Once a year, Leoni is leading the Women Motors Bootcamp, a 3-day women’s empowerment event that she ideated after a handful of her friends asked to try her bikes. The event teaches thousands of women to safely ride motorcycles, participate in other off-road sports, and fly airplanes. “It’s a girl’s opportunity to do everything they’ve ever wanted,” says Leoni.
Once a year, Leoni is leading the Women Motors Bootcamp, a 3-day women’s empowerment event that she ideated after a handful of her friends asked to try her bikes. The event teaches thousands of women to safely ride motorcycles, participate in other off-road sports, and fly airplanes. “It’s a girl’s opportunity to do everything they’ve ever wanted,” says Leoni.
Chavis Flagg consistently pushes the boundaries of music. Unconstrained by notions of what “could” or “should” be, he is a master of disruption, his music blurring the lines of genre, style, and technique At the age of 24, he’s mastered over 6 instruments by ear and acts as sole producer of his own albums. His drive to challenge himself and others to try something new enables him to subvert expectations and create a sound altogether his own.
Artist, model, surfer, motorcyclist — Nienke Lit is a true renaissance woman, living life on her own terms, creating along the way. Her unique artistic style — falling somewhere in the balance between fantasy, femininity, and edge — mirrors who she is, each piece the embodiment of both her fluidity and her nuance, her strength and her darkness. Often drawing inspiration from thought, dreams, and music, Nienke can’t imagine life without art.
“I am what I do. I wouldn’t feel like myself if I didn’t do what I do. A drawing or painting technique can change the way I see or go about things in real life. Living life according to my own rules.”
“I am what I do. I wouldn’t feel like myself if I didn’t do what I do. A drawing or painting technique can change the way I see or go about things in real life. Living life according to my own rules.”
Tashawn “Whaffle” Davis - / Photographed by (@_vol.1)
New York City, USA
New York City, USA
After studying illustration at the Fashion Institute of Technology, artist and designer Tashawn “Whaffle” Davis took a break to explore his true passion — 1970s New York. To him, the decade represents the ultimate period of self-expression, an approach he maintains in his own life.
As a creative, Davis explores the decade through art in all forms. Both through his research and surrounding himself with beloved items from the period, Davis establishes a deeper connection to his elders and passes down the legacy of those who came before.
As a creative, Davis explores the decade through art in all forms. Both through his research and surrounding himself with beloved items from the period, Davis establishes a deeper connection to his elders and passes down the legacy of those who came before.
Role: Creative Director / Copy
Concept, Tagline, Scripts, Copy Lead.
Team: Aaron Seymour-Andersson, Alice Chiapperini, Jennifer David.
Director: Akinola David Jr. / Production House: Iconoclast / Director: Leo Aguirre (Concrete Cowgirl) / CD & Head of brand @ Red Wing: Aaron Seymour-AnderssonC
Concept, Tagline, Scripts, Copy Lead.
Team: Aaron Seymour-Andersson, Alice Chiapperini, Jennifer David.
Director: Akinola David Jr. / Production House: Iconoclast / Director: Leo Aguirre (Concrete Cowgirl) / CD & Head of brand @ Red Wing: Aaron Seymour-AnderssonC
RED WING / NOT ON SALE
Reclaiming Labor Day to celebrate workers — not sales.
Labor Day was created as a holiday to celebrate workers. But today, it has become a nationwide sale event with doorbuster deals and back-to-school discounts which take from the value of their work.
Red Wing wanted to change this trend and reclaim the true meaning of Labor Day. We decided to forgo any type of deals or discounts. Instead, we donated 100% of the profits from that day to the very workers who help build this country.
Find out more about the initiative on Forbes, #1 Creativity Editor’s Pick, AdAge, Adweek and RedWing.com
PEOPLE OVER PROFITS
We partnered with five organizations dedicated to supporting and fostering the skilled trades. In the spirit of honoring and rewarding workers on Labor Day, the entirety of Red Wing’s profits from September 5 was equally divided between our partners.
Role: Creative Director
Creative Direction, Concept, Tagline, Manifesto, Script.
Core Team:
Head of Brand + Creative: Aaron Seymour-Andersson
Executive Producer: Jennifer David
Designer: Anton Pearson
Production Team:
Company: Stink Films
Director: Leo Aguirre
DP: Danyal Khan Niazi
Producer/LP: Jonathan Hsu
Palms / Unstatus Quo
Forget old Vegas. What happens here resonates everywhere.
Las Vegas has been offering the same clichés for decades. For the relaunch of the Palms resort, we gathered a crew of status quo saboteurs to subvert the tired expectations of what Vegas has become — and to bring culture back to a city that had lost it.
Featured on Billboard, Grammy, Hypebeast, Forbes, People, Paper, Vibe, NBC, ET, The Drum, Travel Weekly, Daily Mail, Telemundo, HotNewHipHop, The Hollywood Reporter, Popsugar, Men’s Journal, AdAge, Adweek.
Featured on Billboard, Grammy, Hypebeast, Forbes, People, Paper, Vibe, NBC, ET, The Drum, Travel Weekly, Daily Mail, Telemundo, HotNewHipHop, The Hollywood Reporter, Popsugar, Men’s Journal, AdAge, Adweek.
Hero Film
The activation - Unstatus Quo Drops
The Palms launch film was also the only way to get one-of-a-kind art pieces and products.
We hacked the YouTube Cards functionality to drop exclusive creations from partner artists and brands within our film. Pieces from Joshua Vides & Nike, REVOK, Dapper Dan & Gucci, and others were only available to those who watched the launch film.
The Palms launch film was also the only way to get one-of-a-kind art pieces and products.
We hacked the YouTube Cards functionality to drop exclusive creations from partner artists and brands within our film. Pieces from Joshua Vides & Nike, REVOK, Dapper Dan & Gucci, and others were only available to those who watched the launch film.
The brand & music partnership
A new, unreleased track featuring samples of James Brown was co-created with LA rapper Duckwrth as the soundtrack across our films. It was released in unison with the campaign across all major music streaming services including Apple Music and Spotify. The brand partnership included naming the track and designing the album cover art in partnership with artist REVOK.
"Unstatus Quo" debuted as #5 on the Anti Pop playlist on Spotify.
A new, unreleased track featuring samples of James Brown was co-created with LA rapper Duckwrth as the soundtrack across our films. It was released in unison with the campaign across all major music streaming services including Apple Music and Spotify. The brand partnership included naming the track and designing the album cover art in partnership with artist REVOK.
"Unstatus Quo" debuted as #5 on the Anti Pop playlist on Spotify.
Highlights from the 40+ additional content pieces
Ken Block - Donuts
Andy Warhol - Ping Pong Dining Table
Adriana Lima - Basquiat on the Side
Dapper Dan & Ezra Miller - Feeling Gucci
Chris Staples - In-Room Dunk Service
Revok - Untitled
Ozuna - Tea Time
Un-Manifesto
OOH
From drinking with the sharks at Damien Hirst’s ‘Unknown’ Bar to rare steak and rarer whisky at Scotch 80; balling out in the Hardwood Suite to drinking in the ultimate view of Vegas from Apex’s 55-story rooftop, we obsessed and celebrated the details that make Palms unique througout the campaign.
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From drinking with the sharks at Damien Hirst’s ‘Unknown’ Bar to rare steak and rarer whisky at Scotch 80; balling out in the Hardwood Suite to drinking in the ultimate view of Vegas from Apex’s 55-story rooftop, we obsessed and celebrated the details that make Palms unique througout the campaign.
The #UnstatusQuo Crew Of Influence
In partnership with our team of cultural icons, we created a blast of culture-jamming art, products and experiences — and a ton of content — all of which proved that Palms is different by design.
Cardi BMusician, Ex-Stripper & Cultural Phenomenon
REVOK
Graffiti Writer Turned Gallery Artist
Ken BlockRally Champion & YouTube Sensation
Dapper DanHarlem Legend, Activist, Designer & Gucci Partner
Emily Ratajkowsky
Model, Fashion Designer & Activist
Adriana LimaSupermodel, Mother & Athlete
OzunaLatin Trap Legend & Tea Aficionado
Marshmello
DJ, Gamer, Helmet Head
Rita OraRefugee, Musician & Designer
Ryan Sheckler
World Champion Skater & Grew Up At Palms
Ezra MillerActor, Queer Advocate & Social Media Dissenter*
Leticia BufoniWorld Champion Skater
Timothy CurtisGraffiti Writer Turned Gallery Artist
Joshua VidesShoe Designer & Artist
Felipe PantoneGraffiti Writer Turned Gallery Artist
Gary StrangerGraffiti Writer Turned Typographer
Chef Michael Symon
Iron Chef, Turning BBQ into Fine Dining
Damien Hirst
Designed World's Most Expensive Suite at Palms
Olivia SteeleLight Artist & Fire Sculptor
Chris StaplesDunk Champion & Former Harlem Globetrotter
Duckworth feat. James Brown
Original UQ Soundtrack
The campaign permeated the news with coverage across a diverse range of media outlets, including: AdAge, Adweek, Billboard, Grammy, Hypebeast, Forbes, People, Paper, Vibe, NBC, ET, The Drum, Travel Weekly, Daily Mail, Telemundo, HotNewHipHop, The Hollywood Reporter, People En Espanol, Popsugar, Men’s Journal.
Role: Concept, Tagline, Scripts, Copy Lead
Core agency team: Aaron Seymour-Andersson, Alice Chiapperini, Dustin Freeman, Daniel Jones, Thomas Martin.
Director: Sam Brown / DP: Benoit Debie / CD @ Palms: Tal Cooperman / GM @ Palms: Jon GrayC
RED WING / BUILDERS EXCHANGE PROGRAM
Inspiring the next generation of tradesworkers.
Skilled tradesworkers have never been more in demand. For every five workers leaving the field, only one enters. To inspire the next generation to join the trades, we went to where a community of young people is building every day — the metaverse. But we didn’t stop there. We took a virtual world design and built it in the real world. All for a good cause.
One Show, Gaming for good, Shortlist, 2023.
DESIGNED IN THE METAVERSE. BUILT IRL.
On Roblox, we invited users to build tiny homes while learning about the trades. For every home built virtually, Red Wing donated $5 — up to $100,000 — to Settled, an organization devoted to building tiny homes for people in need.
What you can do in BuilderTown:
🔨 Build tiny homes through a multiplayer game
💰 Play games to help charity!
🏅 Earn and collect coins to exchange for in-world merch
💬 Chat with tradespeople
🛒 Buy exclusive Red Wing accessories
Build your own tiny home here.
BREAKING COMMON GROUND
See how the team found common ground: first by building a tiny home in the metaverse, then by building it in the real world. From roofing to framing to wiring and more, the project doubled as an opportunity to start training the next generation of tradespeople.
See how the team found common ground: first by building a tiny home in the metaverse, then by building it in the real world. From roofing to framing to wiring and more, the project doubled as an opportunity to start training the next generation of tradespeople.
MEET THE TEAM
Metaverse developer Naomi Clemens and general contractor Kemi Ndolo came together to inspire the next generation of tradespeople.
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Metaverse developer Naomi Clemens and general contractor Kemi Ndolo came together to inspire the next generation of tradespeople.
Role: Creative Director
Core Team:
Head of Brand + Creative: Aaron Seymour-Andersson
Executive Producer: Jennifer David
Production Team:
Company: Media.Monks
SVP Virtual Worlds: Tim Dillon
ACD / Writer: Katelyn Murray
ACD / Art: Chelsea Oz
Core Team:
Head of Brand + Creative: Aaron Seymour-Andersson
Executive Producer: Jennifer David
Production Team:
Company: Media.Monks
SVP Virtual Worlds: Tim Dillon
ACD / Writer: Katelyn Murray
ACD / Art: Chelsea Oz