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ROLE
ART DIRECTOR
Payless Shoes wanted a fresh and youthful new direction for a national commercial campaign in an effort to position itself to a more modern audience.
As Art Director on the team, I helped to concept and successfully pitch a new visual direction for their brand that elevated Payless Shoes’ consumer appeal, highlights new sales and products, and champions their primary audience with fun and empowering messaging.
The spots ran in every major TV market in the United States.
Sample Storyboard
Art Direction Development & Character Design
Creative Director
Susan Bertocchi
Copywriter
Antonia Caravello