Objective
Build on the cultural momentum of the Knu Skool, positioning it as a must-have seasonal staple for the Gen Z fashion consumer. The creative centered on youth-driven storytelling, skate-adjacent styling, and spring energy to spark excitement and keep the silhouette culturally relevant. Designed to live across social, influencer, retail, and paid channels, the campaign aimed to drive urgency and demand, inspiring both new and returning consumers to make the Knu Skool their next go-to.
Creative Approach
We followed a crew through Miami, capturing the energy of friends on the move as they explored the city, uncovered new spots, and shared good times. Shot across train stations, crosswalks, alleyways, and double-decker tour buses, the locations mirrored the spontaneity of the concept. By shadowing the group in real time, we focused on authentic action and emotion, bringing a sense of movement and connection to every frame.
