Havaianas wasn’t an official sponsor of New York Fashion Week. It didn’t need to be. Behind the scenes, models were already wearing the brand once they stepped off the runway. So we turned real backstage snapshots into a campaign, revealing what fashion wears when it’s not on the catwalk. During NYFW, these images took over OOH and social media, proving that while other brands paid to be part of Fashion Week, Havaianas was already part of fashion.

This project won Gold and Bronze Lions across different categories.

My role: Executive Creative Director