WOLFE LEADS
Art Direction | Videography | Graphic Design
A campaign concept for Naked Wolfe, a luxury footwear brand built on generational craftsmanship, aimed at reaching people who refuse to follow the trend cycle.
The Brand
Naked Wolfe
Trends move in circles… the same silhouettes recycled every few years, sold as "new." Naked Wolfe's audience already knows that. They're not waiting for permission to stand out.
The Tension
The target customer (mid-20s to mid-30s, city-based, dressing as self-expression) was frustrated on two fronts: shoes and clothing that claimed quality but didn't deliver it, and a trend landscape that felt increasingly recycled rather than original. She wasn't looking for a brand to follow. She was looking for one that matched a decision she'd already made about who she is.
The Idea
Revolution within. The campaign doesn't tell people to become unconventional — it positions Naked Wolfe as the brand for people who already are, expressed through imagery that makes the individual bigger than the shoe rather than the other way around.
Moodboard Grid
The Campaign, Everywhere
IG Post
The Reference
Early direction pulled from a mix of references like 2001: A Space Odyssey for scale and composition, unconventional pose and style inspiration for how the subject could feel bigger than their environment, and a general push toward versatility over a single "look." Because the campaign copy was going to sit directly over the imagery, sketches came before the shoot itself, mapping out how much negative space each pose needed to leave so the type would have room to live without crowding the model. That planning shaped the direction given on set as much as any visual reference did.
Directing the Shoot
As Art Director and Videographer, I worked closely with photographer Leila Lum to develop poses, lighting, and styling direction together, then filmed and edited behind-the-scenes footage into an editorial video for Naked Wolfe's Instagram — a continuity piece that carries the same visual language as the final campaign.
Subway Ad
The final imagery and copy rolled out as a full omnichannel system — Instagram posts and story ads, a web banner, magazine spread, and out-of-home placements in subway and airport formats — carrying "revolution within" from a phone screen to a subway platform.
IG Story Ad
Web Banner
Magazine Ad
Airport Ad
Credits
Art Director & Videographer: Maria Aliaga
Photographer & Stylist: Leila Lum
Tools: Adobe Photoshop, Illustrator, Premiere Pro