Identity
/
Campaign
/
Photography
TWIN IN THE WYNN
(
2
)
/ About the project
The Wynn Retro Nylon Sneaker's relaunch in a new Red Salsa colorway landed near Valentine's Day — a timing risk, since leaning on the holiday could easily tip the campaign into cliché. I developed "Twin in the Wynn" to reframe the moment around connection rather than romance: pairs, partners, friends, anyone who shares a style. Instead of one hero shoe on one hero model, the entire visual system is built around two — mirrored stances, aligned framing, repetition of form that reads as "twinning" without literal matching. The red colorway did the emotional work the holiday tie-in would have otherwise carried.
/ Credits
Client:
Xero Shoes
Art Director:
Lexie Palmer
Photographer:
Jonndre King
Collaborators:
SimplyBrandish (Designer)
Channels:
Email, Paid, Web
/ Year
2025
/ EXECUTION
Concept & Visual Direction Pillars
Symmetry & Alignment — paired models in mirrored or complementary stances, visual balance through posture and spacing, repetition of form over literal matching
Modern Retro Minimalism — neutral studio backdrops (off-white, warm gray, soft blush) chosen specifically to let the Red Salsa colorway pop; timeless styling (denim, knits, varsity-adjacent layers) that avoids overt nostalgia so the shoe stays the focal point
Grounded Movement — static poses with implied motion (weight shifts, heel lifts, crossed steps), close-ups on outsole contact and flex points to reinforce comfort and stability as product truths, not just style claims
Campaign Applications
Paid Social — Static and flexible ad formats built around the paired-model concept; the static "Made to Move, In Red" execution led performance with a 4.47 ROAS and $16.3K in revenue on $3.6K spend, while a flexible carousel format drove a 3.82 ROAS
Email Marketing — Launch email led with the "Twin in the Wynn" headline and campaign photography, sequencing concept → product benefits → shop now; it was the top-performing send of the week, driving $14,147
SMS — Supporting "New Colorways" message drove an additional $3,861
Merchandising — Wynn Red Salsa and the concurrent 360 Rally launch together dominated weekly sell-through, landing 6 of the top 10 best-selling SKUs storewide
/ RESULTS
The launch sold 287 pairs in 3 days, generating $37K in demand and outperforming launch expectations — with sales split nearly evenly between men's (158) and women's (129) product. That balance is the clearest proof point for the "Twin in the Wynn" concept: a campaign built around shared style, not a gendered Valentine's gift narrative, converted across both audiences almost equally
OTHER
PROJECTS
Get in touch