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 strategy, creative, and production teams 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.

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