Ted Baker are all about storytelling so we developed a campaign that would work with Ted’s personality and appeal to existing customers as well as a more premium audience. Using the name ‘Well Heeled’ for the collection, we developed a concept around the journey of the shoes; from design and manufacture to the retail experience and aftercare, all with a large helping of Italian peacock attitude and ‘Sprezzatura’.

We shot the key styles in an ‘Italian Artisan’ workshop setting, bringing out the quality of the materials and the craftsmanship involved. This was supported by a cleaner set of product images using a quirky mix of traditional tools and after-care products to give more of the Ted Baker personality.

A lookbook and video were created to describe the complete collection and offer after-care instructions. With the concept extended into retail with the design for the shoe box, bespoke POS units and display cabinets – based on traditional tool cabinets featuring shoe lasts, tools and the facilities to offer the customer shoe customisation in store.