Crafted Tradition campaign
Year
2018
Client
Olukai
Creative Direction: Matt Lindauer
Design: Anne Reed
Art direction, prop sourcing, and styling: Anne Reed & Anthony Wyborny
Photography: Pacific Plus Studio
About
OluKai’s “Crafted Tradition” campaign showcases the season’s premium leather sandal collection. These sandals are premium not just for their high-quality materials, but also because they are inspired by rich Hawaiian cultural details and stories.
To showcase the craftsmanship and intent behind these products, we captured beautiful hero product shots surrounded by traditional Hawaiian tools and materials. These wide shots are paired with detailed macro close-ups that highlight the intricate textures, materials, and elements of craftsmanship.
Layering emerged as the central creative motif, appearing in both the art direction of the photography and overall design layouts.
Photo art direction
The campaign’s overarching creative vision guided every visual element – from photography and graphics to material selection. We deliberately shot all images with wide composition to ensure flexibility for both landscape and portrait formats.
Social and ad assets
Social and paid ads used to reach top-of-funnel audiences, directing them to targeted landing pages designed to deepen engagement.
Email marketing
Gender-targeted campaign launch emails are designed with best practices in mind, including clear CTAs placed above the fold and repeated throughout for better engagement. Each CTA links to gender-specific landing pages, ensuring a tailored experience.
Custom landing pages
We maintain the gender-targeted experience with custom landing pages, ensuring customers see only the most relevant content for them. With an editorial style, these pages bring the campaign’s story to life, offering layouts that blend storytelling with product displays.
