Demonstrations in Lightness

Shoes as light as bananas

Rollie is a small Melbourne shoe brand who was struggling with little awareness, but a big point of difference. Their USP? On average, each pair weighs a featherlight 320g. To get the fashion world talking about this, we created Demonstrations in Lightness.

On a balance beam, Rollies were pitted against random objects in a humerous yet visually arresting fashion. Featuring colour, wonder and fun, demonstrations ran in fashion press, online, point-of-sale, and film across Australia, NZ, the US and the UAE.

Client Rollie Shoes
My Role Art Direction, Design
Collaborators Dean Hunt, Danny Eastwood

The Demonstrations campaign sparked one of the most successful quarters since the company’s launch with record site visits and online sales. A second store was opened in Melbourne along with a series of pop up stores through out the east coast of Australia. Custom designed spaces, packaging and signage was designed for each of the stores.