Rothy’s
The Monty Shoe Launch
Easy to wear, hard to define.
At Rothy’s, we don’t just create shoes that parrot everything else in the market but set out to make reimagined classics using our amazing recycled thread technology. Meet the Monty.
Inspired by the 1960s action film “Bullitt" set in San Francisco, The Monty is both a nod to heritage brown footwear and the city we call home. Expertly crafted for sneaker-level comfort, we created a shockingly versatile, sustainable, and washable shoe.
Rothy’s tasked me to bring this new style to life. Knowing it was an opportune time to reintroduce to brand to male customers, we set out to create a true 360-degree campaign.
GQ and Gear Patrol Partnerships
To gain fashion credibility and reach, we worked with GQ and Gear Patrol on custom content and amplification. For GQ, we partnered with the stylist, Christopher Smith, to create a lookbook to bring fashion credibility to our newest style.
Bullitt inspired
Pulling on the inspiration from the iconic SF-based movie, Bullitt, we shot a brand video to create buzz around the Monty launch and nod to the heritage inspiration of the shoe. I brought in my good bud and super talented director, Pat Fenelon, to bring this to life.