CANVAS.

PROJECT
⇝ XM Campaign

CLIENT
⇝ ALDO

ROLE
⇝ Art Direction + Design

Three Local Artists.
Three Aldo Locations.
Three Days.

We partnered with three local artists to hand-paint styles of footwear that reflected each artist's interpretation of NYC's unique neighbourhoods.

Working from an attention-grabbing ‘art’ truck, each artist customized a limited collection of styles per event based on a first come, first serve basis. The events were anchored with local catering and a live DJ to create a festive/party atmosphere.

This project was conceptualized and executed in under a month as an accelerated test and learn to serve memorable experiences for customers.  It required strong teamwork and exceptional attention to detail, pulling from the expertise of all.

Now considered as a cornerstone project, it was replicated globally.

These events were focused on creating a memorable connection with the brand, while driving awareness. 

To acheive this, all details were carefully curated and crafted: from the artists selected to the mimalistic design system.

THE TEAM

Creative Direction | Gerard Cleal
Art Direction & Design | Jennifer Dunaj
Digital Design | Veronique Janosy
Marketing |  Adam Starr, Isabelle Roy, Linda Cote, Chrysoula Savopoulos
Event Agency | Geometry Global: Nuala Byles, Chantal Smith, Ahysha Donaldson, Jacqui Torti
Artists | Josh Cochran, Leah Tinari, Jane LaFarge Hamill
Video | Crystal Arnette, Scott Fetterman
Event Photography | Jennifer Dunaj
DJs | B-Hen, Quiana Parks
Social Media | Sophie Boissinot-Tremblay

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