Identity
/
Photography
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STRATEGY
MOVE YOUR WAY
(
5
)
/ About the project
Introducing Charms, Xero Shoes' first product personalization — a way to layer individual style onto a shoe built around natural movement, without disrupting that movement.
The campaign concept was Move Your Way: movement is instinctive, but styling is personal, and charms let a single pair adapt across a day's shifting rhythm — clean and simple one moment, more expressive the next. Design direction drew on Free People and Nisolo references to give the campaign an editorial, lifestyle-driven feel rather than a standard accessory launch, styling charm packs across four hero styles — Prio, Dillon Franchise, Genesis, and Wynn — so each pack told its own distinct story.
My shotlist included styling every top-selling SKU to build out PDP image carousels, and a new "Add Charms" component was developed for top product pages, letting the personalization idea live directly at the point of purchase rather than only in campaign imagery.
/ Credits
Client:
Xero Shoes
Art Director:
Lexie Palmer
Photographer:
Jonndre King
/ Year
2025
/ EXECUTION
Concept & Visual Direction
Editorial, lifestyle-first styling across four hero silhouettes, each pack given its own distinct styling story to show how charms transform the same base product into a new expression
A supporting imagery library built beyond the initial campaign — organized around themes like animal print, a blue color story, and the Dillon Franchise — to extend into future storytelling and merchandising
A flexible asset system, including transparent product cutouts and modular compositions, built to support motion, layering, and scalable use across channels
Campaign language kept intentionally simple: "Move freely. Style intentionally."
Campaign Applications
Product photography — Charms shot across every top-selling SKU to populate PDP image carousels for individual charm packs
UX/PDP design — Contributed to the development of an "Add Charms" component for top product pages, enabling direct pack add-ons at the point of purchase
Paid social — Both per-charm-pack ad direction and full Charm Shop collection ad direction developed to support individual pack launches and the collection as a whole
/ RESULTS
Campaign just launched! Performance statistics to drop soon.
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