DC SHOES
Client: DC Shoes
Role: Advertising Director
Project Overview: Lead, manage and direct art department in the concept and design of all global advertising and marketing.
Founded in 1994, DC Shoes quickly grew to become a leader in performance skateboarding shoes and a renowned action sports brand. DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear and accessories. As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding and motocross athletes that exemplify and enhance DC’s brand, develop its signature products and support its promotional efforts.
AD CAMPAIGNS
DC sponsors some of the world’s best snowboarders. This campaign highlights the fashion-forward outerwear from that season, but also captures the rider’s persona and attitude that comes with being a DC team rider. A studio photoshoot was done with the team and when combined with a dramatic action shot, a clean, modern, premium look that is synonymous with the brand is achieved.
DC shoes is heavily influenced by art and culture and collaborates with trending artists and brands. The Spotted Pig is one of New York City’s most famous gastropubs. A special limited edition shoe was made for the restaurant and a studio photoshoot recreated a table setting for this award winning eatery.
Rusland Karablin, better known in the art and design world as SSUR, has been a constant presence in New York City’s downtown art scene for almost fifteen years. DC collaborated with him to transform his Russian heritage artwork onto a signature shoe that mimicked the Gzhel ceramics from his homeland.
DC is well known for it’s progressive and stylish snowboard boots. The brand is also recognized for employing a high level of technology and quality into its products. These ads showcase the boots materials and features with graphical icons and call-outs combined with team action photography that prove the product performs.
