En Route.
Rebecca Allen Fall Campaign
Role: Creative Direction, Creative Strategy, Art Direction
Client: Rebecca Allen by Plainview Shoes
Scope: Campaign concept, visual direction, styling direction
I turned two product photos into a full fall campaign for Rebecca Allen's crisscross double-strap Mary Jane.
Inspired by Hong Kong street shoots and lit in caramel tones for fall and holiday, En Route sells the Rebecca Allen lifestyle: a woman always in motion, never in a hurry.
WHERE I STARTED
Two photos, one campaign.
I styled and shot The Capital myself in a simple setup: soft natural light, dried florals, cast shadows. Handled, not sterile.
Product first.
These stills became the source of truth, locking in what can't drift: the chocolate leather, crisscross strap, gold buckles, and toe shape.
Scaled with AI.
In Higgsfield and Photoshop, I moved the shoe into her world: cabs, rainy crosswalks, doorsteps. I directed every scene's setting, light, styling, and wardrobe.
The result.
One self-directed shoot became a full campaign: lifestyle imagery, a hero film, email, and social, all visually consistent.
The Challenge
Mary Janes are everywhere, and most read young and trend-driven. Rebecca Allen needed to own the style for a polished woman who invests in pieces that last: luxurious, never loud.
The Insight
Her life happens in transit: the commute, the curb, the step out of a cab. So we sold her lifestyle and let the shoe make it effortless.
The Concept: En Route
Product: signature crisscross strap, dual gold buckles
Setting: city crosswalks, curbs, and doorways
Her: moving easily between roles and rooms
Visual Direction
Mood: inspired by Hong Kong street shoots: wet concrete, reflections, cinematic light
Light: mostly caramel and golden hour, leaning into fall and the start of holiday season
Palette: espresso, camel, and chocolate, broken only by taxi yellow and gold hardware
Framing: tight crops, shot from behind, mid-step. Observed, not posed.
Styling: menswear tailoring, long coats, midi skirts, minimal gold. Flat lays show range across suiting, knitwear, and denim.
EMAIL / NEWSLETTER
The idea: The Flat With Range.
Email reaches the most loyal customers, so it sells a whole day in the shoe, not the shoe on a pedestal.
Story first, product second.
The copy follows her from a 7:52am decision to dinner in one pair. Product details (five shades, gold buckles, leather that ages well) come only after she pictures herself in it.
A still built to move.
Video doesn't autoplay in most inboxes, so I used one frame from the film and a "See It in Action" button that sends her to Instagram for the motion.
Why it works.
One message: image, headline, and copy all say range and movement
Channel-aware: email carries the story, Instagram carries the motion
Continuity: inbox to feed without breaking the story
VIDEOGRAPHY
The approach.
One slow, unbroken walk on rain-slicked pavement. No close-up cutaways; the shoe is simply part of how she moves.
Why AI.
Made in Higgsfield on a $60 budget, with full control over light, weather, and pacing to match the stills.
Process.
Reference: campaign stills set the palette, wardrobe, and framing
Direction: prompts written like a shot list: camera height, lens, light, pace
Iteration: 5 variations, chosen for natural gait, fabric movement, and product accuracy
Refinement: edited cuts, music, and voiceover to match the browns and fix AI inconsistencies
The result.
A looping, sound-off hero film for feeds and page headers that sells the lifestyle in seconds, no copy needed.
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