100 YEARS. ALWAYS ICONIC.
A fashion revolution a century in the making.
Led by icons from every era: those who define style and creativity on their own terms. A legacy of feel-good fashion for every new generation of free thinkers. Then. Now. Forever.
a year in the making
In Fall 2022, I led cross-functional collaboration sessions to concept Dr. Scholl’s Shoes’ 100th Anniversary campaign. With a legacy deeply rooted in cultural relevance, iconic fashion moments, and timeless product design, the brand offered a compelling narrative ready to be rediscovered. Our mission was to honor that heritage while reintroducing it to a modern audience in a fresh, authentic way.
Together, we shared market insights, developed thoughtful PR activations, and explored campaign execution strategies. The result was a robust pitch deck filled with creative ideas designed to engage today’s consumer and reignite passion for the iconic Original Sandal.
MARCH 2024
We threw a party with our friends
Made surreal moments with @valslooks
Throughout 2024, we launched three brand collaborations—including a standout partnership with the iconic Iris Apfel—introduced a new wellness line, Beyond Comfort, in collaboration with our parent company, and successfully relaunched our kids’ line.
We also celebrated cultural milestones in the social space, from going viral on TikTok with heartfelt quotes about our iconic Original Sandal, to seeing our OG sandals featured on-set in And Just Like That, worn by Kristin Davis + Sarah Jessica Parker.
2024 was a non-stop year, full of marketing milestones. We had year-over-year growth in new consumers, conversion, and engagement on all platforms.
ROLE // brand creative lead
POV: You're opening one of our iconic 100th anniversary PR packages.
As part of our PR activation, we created custom mailers for influencers and celebrities. I concepted, designed, and developed The Dr. Scholl’s Daily newspaper insert, along with bespoke packaging that was sent to 100 notable women.
ROLE // brand creative lead, design + production
Our 100th anniversary campaign reached every Dr. Scholl’s Shoes platform, with a focus on refreshing and re-telling our heritage story in a way that felt relevant and inspiring. In partnership with my CD, we developed a thoughtful visual creative direction for the campaign shoot to support this narrative. From concept to execution, bringing the 100th celebration to life was a true cross-functional effort across every brand touchpoint.
#DRSCHOLLS100 #ALWAYSICONIC
ROLES //
KELSEY CONRAD, CREATIVE LEAD
ALISSA LINDGREN, ART DIRECTOR + DESIGNER
ALESSANDRA CORNAGLIA, DESIGNER
DANI FLORIAN, CD
BRANDI WILLS + CARMEN BOESER, COPY