Description
Back to school is one of retail’s notoriously crowded seasons, with brands all competing for the attention of busy, overwhelmed parents. To stand out this year, Famous Footwear partnered with its creative agency THE MAYOR to create a new campaign that reflects how today’s parents actually shop, blending relatable storytelling with value and an exceptional in-store experience.
Famous Footwear teamed up with the comedy duo #IMomSoHard, whose authentic and humorous takes on parenting perfectly captures the chaos of back-to-school shopping. The campaign, ‘I Back To School So Hard’ (watch the hero spot here), celebrates the real moments families experience while showcasing Famous Footwear as the destination for the season’s most sought-after brands, all under one roof, making it easier (and more fun!) for parents to check one more thing off their list.
With over 500K followers, #IMomSoHard creates content that uniquely connects with Famous Footwear’s Millennial Mom audience and builds on previous season’s success of using relevant creators to build relatability.
‘I Back To School So Hard’ is currently running across CTV, OLV, social and radio. This is THE MAYOR’s third back-to-school campaign in partnership with Famous Footwear, following the award of the business in spring of 2024.
This professional campaign titled 'I Back To School So Hard' was published in United States in July, 2026. It was created for the brand: Famous Footwear, by ad agency: THE MAYOR. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 6 minutes ago.
Credits
Client: Famous Footwear
SVP of Marketing and Creative: Holly Campbell
Senior Creative Director: Andrew Naeger
Director of Marketing: Christine Walston
Senior Manager, Brand Marketing: Melissa Lumley
Creative Agency: THE MAYOR
Founder/Chief Creative Officer: Tom Hamling
Creative Director/Copy: Leigh Browne
Creative Director/AD: Jon Williamson
Director of Production: Jack Epsteen
Director of Account Management: Megan Brittain
Account Director: Avery Spofford
Director of Strategy: Elizabeth Thompson
Strategist: Angelica Lopez
Designer: Stella Strader
Business Affairs: Hailstorm/Alice Isner, Jennfier Sefa-Boakye, Savannah Horner
Production Company: Chelsea Pictures
Directors: Lalou & Joaquin
Director of Photography: Joaquin Baca-Asay
Owner/Executive Producer: Lisa Mehling
Vice President/Executive Producer: Pat McGoldrick
Head of Production: Raul Perez
Producer: Sophia Solomon
Editorial: Open Water Post
Editor: Ryan Kendrick
Post Supervisor: Joe Randall
Color/Finishing: Finland Finish
Colorist/VFX Artist: Nick Smith
Audio Post Studio: Howdy Sound
Sound Design/Mix: Dusty Albertz
Media Agency: Havas New York
VP, Strategic Planning: Kaitlin Gerringer
SVP, Client Experience: Katie Sullivan
Director, Media Planning: Megan Tartaglia
VP, Investment: Anna Cohen
Planning Specialist: Arleigh Haskal
