Loyalti was established through the friendship of business founder, Jay Parker and model, Alex Cannon. A theme of friendship runs through the backbone of the footwear company, so we created a brand line to boot – ‘Loyalti Runs Deep’. This inspired a blood is thicker than water approach to the launch creative, to give Loyalti a striking and ownable look and feel.

Since then we’ve worked with the brand on a number of distinct shoots and campaigns that remain true to their urban style.

A/W 19

The AW19 collection campaign was created to highlight the brand’s monochrome palette with a gritty urban style to match the core of the collection.

Above all else

For a brand that puts loyalty above all else, we developed a social campaign to reflect this, showcasing models wearing the new collection on a series of urban rooftops.