Designer Shoe Warehouse - Let Us Surprise You

In 2024 DSW approached Crispin to completely overhaul their entire brand identity across corporate, retail, online, social and print - essentially a dream assignment. The much-loved (but maybe a little outdated) brand needed a refresh and the Crispin Team was excited to jump in full-force. What resulted after months of strategic re-positioning and creative development stemmed primarily from a Brand Manifesto that became so beloved, clients opted to turn it into their :60 Brand Launch Asset. This CTV/Digital Video campaign urged customers to make the most of what DSW has to offer: almost infinite shoe + accessory possibilities (and maybe even, personalities?) available in-store and online, shown through one woman’s expressive dance through a DSW store.

With visionary director Courtney Phillips and a Choreographer/Dancer duo who work frequently with Taylor Swift, the resulting Manifesto Brand Film “Let Us Surprise You” has embodied DSW’s new brand ethos since the it launched in September 2025. Additionally, we produced a stand-alone stills shoot to capture new visual elements to be used across retail, print, OOH, digital and social placements to accompany the video content and amplify the new DSW in the discount shoe retailer category. It has been a huge success and continues to draw lots of praise for both Client and Agency teams.

• Digital/Social Video Content

• Stills for In-Store, Brand, Social, Digital and OOH/Print

• Full Brand Re-Design + Re-Launch

Agency: CRISPIN

Director: Courtney Phillips

Production Company: London Alley

Editorial/Color/VFX/Audio Mix: London Alley

Music Licensing: GEMS

Stills Photographer: Jess Hess

Photo Retouching: DSW In-House Studio