For a couple years I  had the privilege to work with Nina Shoes on their seasonal marketing campaigns. Nina Shoes is a women’s footwear & accessories company with over 50 years of heritage. The company based in New York, originally started by making stylish wedges found in Havana, Cuba in the 50s. However, for the last 10 years Nina Shoes had become less known for stylish shoes for a night out, and better known for providing bridesmaids and prom dates with dyeable shoes to match their dresses. Our goal was to take the brand that was synonymous with special occasion shoes, and show how they also provide a wide array of stylish shoes for everyday/night. Prior to the ad campaigns we helped Nina Shoes craft their brand positioning: “Everyday Glamor.” It communicated that the brand could be glamorous enough for a wedding, but also perfect for that night out on the town.

These are some of my favorite photographs and ads I art directed for the first year of seasonal campaigns. The campaign was shot by Jason Nocito, and really helped communicate that Nina is a lifestyle brand by showing young women on a variety of nights out. We crafted stories that the Nina girl could relate to, going out with their friends for karaoke, a dinner party, or a hotel party.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Photographer: Jason Nocito; Account Manager: Tereze Kunkel.

After a great year-long campaign the previous year, we decided to switch things up slightly. We still needed to portray the brand positioning of “Everyday Glamor,” but we wanted to play up the glamorous side of the positioning more, while still maintaining a subtle sense of environment. We decided to make stories that were more mysterious, darker and sexier. We used simple environments in the background, like the tufting of a banquette, to hint at an environment while also mirroring some of the physical properties of the shoes themselves.  For this campaign we used photographer KT Auleta, who helped us create a more mysterious story for the Nina Shoes brand.

The logotype you see in the ads was not created by us, but we did create the lock-up the logotype appears in. We chose to add some additional elements that helped convey the heritage of the brand.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Photographer: KT Auleta; Account Manager: Tereze Kunkel.