Scarpiera, a newly launched footwear brand in Georgia, needed immediate brand differentiation in a competitive fashion market. The objective was to introduce the collection through a campaign that reflected stylistic diversity while establishing a cohesive brand voice.
I developed a campaign concept centred around individuality and movement, casting diverse characters to represent the stylistic range of the collection. The visual direction emphasised dynamism and attitude, translating product features into expressive character-driven storytelling. To reinforce brand recognition, custom typographic was created and defined a visual language that extended consistently across video, social media, and out-of-home placements.
- Directed creative concept, oversaw video production, defined visual styling, and ensured cohesive rollout across digital and physical media -
Client: ICR trade
Brand: Scarpiera
Agency: Leavingstone
Brand: Scarpiera
Agency: Leavingstone
Creative Director: Emily Koridze
Art Director: Niko Gobiani
Typography: Nikita Mchedlishvili
Sr. Designer: Giorgi Jinoridze
Sr. Designer: Giorgi Jinoridze
Copywriters: Keti Kipshidze, Qetevan Magradze
Account Directors: Zizi Nasrashvili, Ekaterine Ebanoidze
Account Manager: Keto Mosulishvili
Account Manager: Keto Mosulishvili