Santa Monica-based advertising and design agency Standard Time has launched the new online look book for DC Shoes’ most recent campaign for the women’s footwear and apparel market. Additionally, the agency created a banner and print campaign steering consumers to the site, which will run in Teen Vogue.
The web portal has gone live just in time for the 2010 holiday season, starring new, fast-rising Australian model Tiernan Cowling as the face of the brand in an edgy series of spreads illustrating the “Better In Black” tagline.
The eye-grabbing visual aesthetic of the campaign is the culmination of a major effort towards establishing a distinctive brand identity for the youth-oriented sportswear giant’s women’s shoe line. The job demanded an agency that brought strong design credentials to the table and, Standard Time principals Michael Sharp and Amy Demas’ long list of successes, including their former experience on the triumphant Target “FABULESS” campaign, fit the bill.
In other Standard Time news, the agency recently launched an integrated campaign for DC parent company Quicksilver commemorating Kelly Slater’s unprecedented tenth ASP World Championship title win, highlighted by the Michael Sharp/NateMorley-helmed :60 spot “Evolution” tracing the evolution of Slater’s legendary surfing career.
About STANDARD TIME
Standard Time is a full-service consumer engagement agency recognized for crafting compelling retail brand experiences. We synchronize design, strategy, creativity, and digital expertise with existing and emerging media to create a seamless user experience that builds brands and meets business objectives.
Credits
Client: DC Shoes
Brand: Women’s shoes
Title: Better in Black
Agency: Standard Time, Santa Monica, CA
Executive Creative Director: Amy Demas
Photographer: Danielle St. Laurant
