Description
Created for MICAM Milano, the world’s leading international footwear trade show, the campaign reverses the traditional hierarchy of dressing by putting shoes before everything else. Instead of completing an outfit, shoes become the outfit itself.
Garments are composed of footwear, turning every pair into fabric, silhouette and identity. A simple visual paradox transforms shoes from accessories into the true starting point of style.
After introducing the campaign through two female subjects, SHOES FIRST now expands its visual world with two new male subjects, extending the same creative idea through new characters, styles and silhouettes while maintaining a consistent and instantly recognizable language.
More than a campaign, SHOES FIRST becomes a manifesto for an industry that has always known the importance of footwear, but has rarely claimed it so boldly. It redefines the role of shoes, elevating them from finishing touch to creative origin.
This professional campaign titled 'Shoes First' was published in Italy in September, 2026. It was created for the brand: MICAM, by ad agency: George - Kill your Dragons. This OOH Outdoor and Print media campaign is related to the Fashion industry and contains 2 media assets. It was submitted about 1 month ago by Founder & Creative Director at George - Kill your dragons: riccardo ciunci.
Credits
Advertising Agency: George, Kill your dragons
Creative Directors: Riccardo Ciunci, Ritz Colombo
Strategy Director: Federico Demartini
Art Director: Valentina Cantù, Eleonora d'Agaro
Copywriter: Riccardo Ciunci
Account Director: Daniela Boniardi
Post-Production: Luca Petrillo
