Twelve A.M. / Case Study

Developing Nicholas Kirkwood’s Sole Stories

Creating a documentary series of the female creatives behind the eponymous brand

Our challenge from the daringly innovative shoe designer was to develop a strategic framework and ongoing content series that re-establishes Nicholas Kirkwood as a fashion forward footwear brand for the modern luxury market.

We created Sole Stories, a five-part documentary series for Nicholas Kirkwood, featuring female creatives, taking a glimpse inside the minds of those that are inspiring and shaping our future of their respective industries.

Delving into their past, present and future, looking at their creative processes and how they may have faced adversity within both their careers and lives. With female empowerment being subtly heralded throughout the series, using Nicholas Kirkwood as a platform to both tell and support their stories.

Series One focuses on London and how the city’s changing landscape is a constant source of inspiration, with the first episode featuring artist Phoebe Collings-James, premiering on IGTV. Each episode of Sole Stories included a still- life shoot, that spanned the seasonal product from AW18 and SS19, shot by the protagonist of Episode Five; Flora Maclean.

A collection of 200+ brand assets inclusive of the five films, with bespoke edits and cutdowns across all social channels, supported by a paid media strategy.

The content has generated over 1.6m views, reached 3.4m people and has a 12% completed video view rate (+4% higher than industry average).