Foot Locker: A new arrival

Advertising Agency: SapientNitro, Brisbane, Australia
Creative Directors: Nancy Hartley, James Burchill
Art Directors: Cristian Staal, Ralphie Barnett
Copywriter: Marianne Harvey
Photographer: Jesse Stevens
Retoucher: Justin Overell
Account Manager: Kate Robertson

October 2009


Ad_Man's picture
826 pencils

Love the whole series.
The art direction is really sweet.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

this one isn't really clear if you havn't seen the others

Fony's picture
11 pencils

shoes au gratin?

cozz20_1's picture
87 pencils

These are very attractive ads.

I'm curious who the audience is, though. Looking at the campaign, it appears it is 30+ year old married men and women employed in a creative field with at least one child in the household. There is no other audience this would be effective in.

Regardless of the audience, the concept is not persuasive and gets in the way of showcasing a very beautiful line of sneakers.

shahidali's picture
4069 pencils

nice wrist watch


everartz's picture
7609 pencils

seems weird thou

| Everartz |

Guest's picture

Art decoration. The idea is nice, but why the space age setting, and weird photoshop filter effects. It would of been so much more effective if it was shot in an actual maternity ward,
on the hospital bed, etc.

But hey, what do I know?

KbxAdz's picture
932 pencils

ya ya go ahead make love to teh shoes

You Are What You Expect

Guest's picture

I love the art direction, and tool operation as well.

gravity's picture
181 pencils

loved the art direction? take a closer look...

view angle of the shoe doesn't match the box...

you can't easily focus on the shoe because the watch and the rings on man's hand grabs too much attention...

...other than the fact that the watch is on his right hand instead of left, and is upside down.

all that shining and glowing in the air looks like it has been photographed with a dirty lens, or in a very dusty room.

glowing on the box, on the shoe, in the air, everywhere is shining with artificial ps lighting.

in my opinion, that's rather overstating than art direction...

Guest's picture

I trust here that all the haters do not understand sneaker culture. These are nice. Shoes from the future. Cool!

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