THE CHALLENGE

Tolos challenged me to come up with an overarching concept for three films to help underline how it feels to wear their barefoot shoes. The key to their brand was the flexibility that wearing their shoes allows the wearer as well as designing footwear that creates a deeper connection to the earth.

They allowed me to run with the key words of 'flexibility' and 'connection' to create an idea that brought it all together. 

THE IDEA 

Inspired by the variety and tone of both their website and social media output, I came up with a fun, slightly funky series of ideas which show off not just the Tolos shoes in action but that sense of connection to yourself and your surroundings while wearing them.

Each idea has a unique zen like movement to it, focusing in on one moment where the character leans to the extreme, defying gravity with the power of Tolos shoes.

OUTCOME

Not every idea needs to go straight into production.

The development process helped Tolos refine their audience positioning and establish three distinct creative territories that could be developed across future campaigns and social content.

The project demonstrates how creative development can be used to explore and test ideas before committing significant production resources.