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Unscripted Lookbook Pays Off Big

When David Dinetz at Heart for an Eye reached out to Gourmet, fashion shoe icon luxury brand, they had an idea for an out of the box campaign that required a leap of faith.

Using a couple of French models that knew the best places to shoot in St. Barts and wielding no more than a Cannon 5D Mark Iiii and a Traka Pocket Dolly, the crew embarked on an epic, unscripted dive into creative freedom. And it paid off!

Too often in ad campaigns the final products if over thought hammered to oblivion and no longer feels spontaneous. Not since they days of Old Spice cutting commercials on the fly to respond to celebrity tweets have we seen such freedom. Often brands rely on old school ad agencies, whose creative process often reminds me of my OCD friend, when you open her cabinets all the soup cans are aligned perfectly! Today’s consumer wants more freedom, more transparency, and more REAL! Hard to do when every microsecond of the commercial is planned out.

Enter, the idea, the concept, and the plunge. Why not have an idea, fly off and shoot it? What could happen? I’ll tell you. The same thing that can happen when a well thought out and statistically measured campaign launches. It can hit, or it can flop.

I’m the Queen of Variety! I love spontaneity, and doing things the same way over and over feels like a life sentence in prison. I hate the been there, done that feeling that traditional campaigns evoke, which is why I love this!

Heck, there’s a naked girl in the video! Who isn’t going to like that!? I love the whole, “Just leave your shoes on” aesthetic, that says playful and yet, somehow practical.

Since the video was released, Gourmet has sold out of inventory! Now that’s the idea with a video, and the hope of the filmmakers, to capture the audience and drive them to a call of action. And this video did just that! So how are YOU going leap in your outreach campaigns?

Gourmet Footwear // St. Barts from Gourmet Footwear on Vimeo.

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Adryenn Ashley

Mediagenic producer transforming the way you watch #SocialTV into a fully interactive immersive experience.

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  1. Profile photo of Florence Dupuis
    November 26, 2014

    I agree with the fact that variety, and freedom of creativity, is a good thing. However, I honestly don’t like how a woman’s naked body is now considered the number one bestselling thing. So putting a naked girl in a commercial? I think it’s bad for women’s image, and I feel like it’s one of the reasons why celebrities now have to perform almost naked to sell (think of Taylor Swift and Miley Cyrus). Also, I’d like to point out that there is nothing original in a naked girl for a commercial…I am thinking of the Nivea commericals, for instance, where we just see a girl almost straight out naked, with just a sheet to hide her private parts. (also nivea included a lot of sensuality, as basically the whole commercial will be the girl rubbing her legs, even though we don’t actually see cream anywhere.)

  2. Profile photo of Mara
    November 4, 2014

    Well, sex cells doesn’t it? its funny how in commercials or movies when they show people naked, it is the girl that is shown naked, well the guy is shown too, but only his upper body. The girls are just out there. I do not get why they do that. So the women can be look down upon as just…meant? and the men get away with it? it is still an unfair world that we live in.I dislike the video not only because of that, but it does not make any sense to me. It is just shoes, okay, why the naked scenes then?,….

  3. Profile photo of Ruby
    November 3, 2014

    I can see why this video has been such a success. It’s not just because of the naked girl or the location, it shows the shoes as being more than just a fashion item, it shows them as being fun to wear in the great outdoors.

    I also agree that being spontaneous gives it more value than any posed and scripted video.

  4. Sein Maestro
    November 3, 2014

    super cool read

  5. Profile photo of Scott
    October 19, 2014

    My apologies but I didn’t notice anything after, “Naked girl in the video.” Also, why do I now have a bank statement saying that I purchased 37,357 pairs of shoes that don’t even fit? … Hmm…


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