To start, we defined an actionable strategy to ground their vision and a creative perspective on messaging and visuals that would cut through the noise. In the past, KEEN’s campaigns were rooted fully in product. This time, our job was to craft a story that would be seasonally relevant and have longevity.

After digging into extensive market research, our team was bursting with ideas and from our first three concepts, we landed on an overarching narrative and tagline: “Change Your View, Not Your Shoe.”

We made subtle yet elevated shifts to the art direction and design execution that gave KEEN the new seasonal energy they were seeking. Our intention was to draw in their younger, fashion-conscious fan—without completely disrupting what their existing audience was used to.

We moved out of slide decks and into the nitty-gritty work of styling, casting and location scouting to shoot the campaign together. The KEEN team joined us on set for a three-day, multi-location shoot in Vancouver, BC, where we showcased the product’s versatility across urban and outdoor settings. Our team brought our signature calm, creativity and optimism into the mix—making it both productive and fun for everyone involved. We kept every stage of the campaign in mind, capturing everything from top-funnel brand-forward lifestyle imagery to product closeups for conversion assets at the bottom of the funnel.

In tandem with photography, Monday’s copywriting team developed a full-funnel messaging framework to activate the campaign on KEEN’s marketing channels, from emails to paid ad touchpoints to IRL activations.

With a new baseline of fresh creative, the KEEN team was motivated to breathe new life across their brand assets. Our art direction continued to shape and influence new content—showing up on social media, web, billboards, events, and in influencer and co-brand partnerships. The campaign was unified across all stores globally, taking over storefronts and in-store assets, from Indonesia to Japan.