PMH ADVERTISING
Concept // Creative & Art Direction // DesignNINE WEST
OCCASIONS CAMPAIGN
1.6 billion impressions in 6 days.
A global campaign high kick translated into ten languages that broke the internet
from NYC to Tokyo and Paris, nabbing over a billion organic impressions.
360 Campaign // Campaign & PDP Photography // Print // OOO // Digital // Paid & Organic Social // Brand GuidelinesThe Challenge
Although it’s a well-known shoe maker, Nine West lacked the wow factor of designer brands. It didn’t have a differentiating point of view – but it DOES have shoes for every occasion. So we embraced what it could mean to own every occasion you could imagine – including the unsavory ones. And our work became one of the most provocative, talked-about campaigns of the year. A global campaign high kick translated into ten languages that broke the internet from NYC to Tokyo and Paris.
The Idea
A girl’s calendar isn’t what it used to be. The good old night out has morphed into events that are more unconventional and surprising than ever. Enter the engagement party surprise wedding/gender-reveal party. Every time a woman desperately asks herself “What am I going to wear?” Nine West answers with trend-perfect options that outfit every event with the right shoe at the right-on price.
Press
The Occasions campaign sparked immediate conversation at launch, drawing widespread media coverage for its provocative approach. While initially polarizing, the work quickly built momentum and earned praise for bringing elevated style and humor to Nine West. Coverage from CNN, New York Times, Allure, The Business Journal, ABC, Time Magazine, CBS, The New York Post, Bustle, and others amplified the brand’s voice as modern, edgy, and risk-taking. Importantly, the campaign drove a measurable lift in sales and significantly increased brand heat, solidifying Nine West’s cultural relevance and bold creative direction.Brand Guidelines
Created photography and graphic design brand guidelines for internal creative marketing teams at Nine West.THE TEAM
Executive Creative Director: Dave Peterson
Creative Director, Copy: Claire Bartles & Courtney Vincent
Creative Director, Art & Design: Luz Jacome
Photographer: Catherine Servel