DC SHOES - PUSH YOUR OWN STORY
Rooted in brand heritage and inspired by the streets, Push Your Own Story was an integrated campaign with culture as its catalyst. Grounded in photography and street culture, it fused skateboarding, music, art, motorsports, and style into a gritty narrative of individualism.
As DC’s Brand Marketing Creative Director, I created the visual system and multi-channel strategy for the global brand campaign. My approach was to build creative and marketing systems that scale—frameworks that empowered regional teams, aligned global licensees, and streamlined creative delivery across every channel. The foundation was a Go-to-Market (GTM) creative toolkit: clear, adaptable assets and playbooks that ensured brand consistency while giving regional teams the flexibility to localize for their markets.
CAMPAIGN EXECUTION & CREATIVE BUILD OUT
The campaign scaled across every consumer touchpoint:
Social Media: Gen Z-focused content series, influencer collaborations, and micro-stories tailored for Instagram and YouTube.
Retail & OOH: In-store retail point-of-sale, window displays, and high-impact OOH placements that brought the campaign to the streets.
Content Production: Short-form content films, photography, and videography that amplified the campaign across digital and retail channels.
PR & Cultural Launches: A campaign launch at NY Fashion Week that tied the brand to cultural relevance, supported by targeted PR initiatives.
Digital UX & Product Marketing: Integrated product storytelling into digital marketing channels, refining site UX and ensuring seamless connection between campaign and commerce.
IMPACT
The result was a fully integrated, multi-channel brand experience that elevated DC Shoes’ strategy, expanded brand awareness, and authentically connected with audience. By scaling creative through disciplined systems and empowering internal/external partners, the campaign didn’t just launch—it became a platform that reinforced brand equity worldwide.
