ZAPPOS

Running circles around competition for the country’s largest shoe retailer.

Brand Growth:

Positioning
Campaigns
Casting
Photography & Video

Visual Identity by Zappos

RUNNERS ARE REAL PEOPLE BUT WE RARELY SHOW IT

THE CHALLENGE

Zappos has a long history of being a human-first brand. However, as a retailer, Zappos must strike a delicate balance between its mission and the sales objectives of the brands it sells. So how do you connect the need to showcase these brands excelling in their domain—such as running—and deliver a pioneering and empowering level of diversity of human experience?

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MOVING YOU TO RUN REQUIRES MOVING YOU

CREATING THE ACTIVE POSITION

Running isn’t just about the act of running. It's about moving your body your body.  It's about enjoying the experience, feeling connected, and feeling your best—mentally and physically. Placing real individuals at the forefront of running narratives isn't merely inspiring; it's profoundly impactful. A straightforward proposition with enduring potential? Every Body Moves.

CREATING A MOVEMENT

BRAND ACTION

Every Body Moves came to life as a real people’s guide to running. Each volume showcases a partner brand alongside a real, human, story. Each story focuses on something that goes unsaid but is profoundly relatable. human experiences such as the perennial challenge of running with boobs, the transformative power of the right soundtrack, or the significance of a friend’s pep talk.

MAKING STRIDES TOWARDS TRANSFORMATION

BRAND GROWTH

As the appetite for partnership content surged, so did our collective ambition. The diversity of stories awaiting our exploration required a nimble framework. Establishing a system for social-first, influencer-led content that resonated with the brand's ethos and need for quality became paramount. Showing every body at their best.

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ON TRACK FOR A MOVEMENT

BRAND IGNITION

Establishing that running was for every body was merely the initial stride in the right direction. As we solidified the Zappos Running position, we paved the way for telling deeper human stories—moving towards the inspiring yet important topic of the mind-body connecting with 20 Minutes to Happy.

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“So yesterday an agency presented their concept for this campaign. It was off-base. Stephanie says to me: "IGC is gonna kill them tomorrow" and I was like: "they are coming for [Agency Name Redacted] with katana blades in the dead of night, like one of those cinematic head slices that doesn't bleed at first, and the floomp the head falls on the floor. Total Mortal Kombat front front back back, abab, slide.”

—JESSICA, MARKETING, ZAPPOS

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