DSW — Let Us Surprise You

Brand Relaunch / Brand Film

In 2024, DSW partnered with Crispin to reimagine its brand from the ground up—spanning CTV/streaming, retail, digital, and physical environments. At the center of this transformation was a new brand manifesto designed to reposition DSW as a destination for self-expression through style.

As Executive Producer, I partnered across strategy, creative, and production to help translate this manifesto into a cinematic brand launch film—shifting the brand from transactional retail to a more expressive, personality-driven experience.

Working with director Courtney Phillips and a choreographer/dancer duo known for their work with Taylor Swift, we developed a performance-driven concept centered on movement as a metaphor for identity—capturing the breadth of possibility within the DSW experience.

The resulting :60 film became the centerpiece of the brand relaunch, supported by a full visual system including stills and design elements that extended across retail, OOH, digital, and in-store environments.

Beyond execution, the work required aligning multiple stakeholders across brand, creative, and production—ensuring the integrity of the creative vision translated consistently across every touchpoint.

The campaign has since become a defining expression of DSW’s new identity, helping reposition the brand within a highly competitive retail category.

Agency: CRISPIN

Director: Courtney Phillips

Production Company: London Alley

Editorial/Color/VFX/Audio Mix: London Alley

Music Licensing: GEMS

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“LET US SURPRISE YOU” :60