We’ve all seen the spectacle of a fashion show. Women with unrealistic body shapes, wearing unrealistic shoes as they wobble like a new born colt on unsteady legs down a 30-yard runway. This was the fashion world Sorel was entering with their new line of women’s shoes. But Sorel’s DNA is a winter boot. Rugged. Functional. And built for all-day comfort. Not what comes to mind when you think about trendy footwear.

Instead of walking away from the brand’s DNA, we embraced it. Our key insight was: The spirt of a boot in every pair of shoes. So, when it came time to launch the new line, instead of saying just saying this; we went out to prove it by creating a mile-long runway. Everyday women and influencers walked the traditional catwalk with the expected fan fair, but it didn’t stop there. They continued their walk down New York City’s Highline and continued through the streets of the Meat Packing District. The shoes took our models down cobbled stone streets, grated stairs and even in some rain. All proving the spirit of a boot is in every one of our shoes.