This project was developed by three designers in collaboration with MATTE Projects, a New York-based creative agency. The campaign spotlights a curated selection of white shoes from the accessory designer Zhao Langming.
Titled White Noise, the campaign explores the idea of stepping into a new world through the act of wearing or onlooking these shoes. As the team’s lead advertiser, I helped bring this concept to life by grounding it in real-world applications and cultural relevance.
Through a combination of guerrilla campaigns, pop-up experiences, and social media activations, White Noise is imagined not just as a visual identity but as a fully immersive branding world/experience.
The FLAT WHITE café is a pop-up shop that only serves white coffees with white noise.
The iconic shoes are on display in the middle of the bare shop.
Customers would feel encouraged to share their custom ‘White Noise’ Coffee art lattes socially, generating a new buzz.
The #WHITEOUT guerrilla campaign takes over Times Square, New York City. There would be brief moments throughout the day where all the screens turn pure white, and the white leather boot takes the spotlight.
Other areas of New York City, such as digital subway ads or bus shelters, will also briefly show the whiteout ads throughout the day.
A final campaign element, #WHITE PAGES, is a social scavenger hunt across New York public libraries. Participants search for all-white, blank books that contain a hidden phone number at the end of each novel.
Calling the number connects them to a service agent who provides a one-time discount code for purchasing the featured shoes on the brand’s website.
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