Schuh: advert-top-1 by ROAR Creativity

As Roar approached its 20th seasonal campaign for Schuh, it began to reflect upon 10 years of their working relationship and looked at what had helped to develop the brand's voice, raise the brand's profile and what resonates best with the customer.

Roar concluded that ‘urban, fun, colourful and footwear-focused’ created the most successful formula, and proceeded to look at the unseen working spaces of a city and re-designing them, to create surreal worlds that carry a feeling of unusual familiarity, sitting with Schuh’s quirky brand voice.

Expansive sets were designed to look good from any angle. Photographic backdrops created the illusion of different materials, and colours were swapped from the everyday to otherworldly.

The campaign launched with an installation in Schuh’s Oxford Circus store where foaming washing machines gobble up shoes and impossibly high stacks of laundry greet passers-by.

The digital six-sheets go live across London and other UK cities this week.