top of page
Harrods x Ground Up
Ground Up Takes Over London
The objective was to strengthen the brands presence in the European market by reshaping perceptions around licensed footwear. We aimed to redefine the category, proving that character-inspired designs can coexist with luxury aesthetics and high-end fashion. A strong emphasis was placed on styling the sneakers within a European fashion context, showcasing how licensed products can align with current trends in elevated streetwear. The campaign communicated how these sneakers seamlessly integrate with modern wardrobes and appealing to a style-conscious European audience.
As the project lead, I led the entire campaign lifecycle, ensuring a seamless experience from strategy and ideation to final execution. I crafted the social media strategy, developing engaging content and managing ad campaigns to maximize reach and engagement. I also took charge of model casting and wardrobe carefully selecting pieces that aligned with the market, and wrote and distributed press releases to ensure widespread media coverage. Throughout the process, I made sure every element of the campaign came together cohesively, delivering the message of character-inspired luxury.
bottom of page