Birkenstock SS24: Creating a Campaign Language That Extends Beyond the Product
A digital and social campaign for Birkenstock SS24 focus on the Bend collection, designed to communicate product versatility and lifestyle relevance across platforms and formats. I've led the Art Direction at Machinas Development. We supported Birkenstock team creating detailed storyboards, preproduction, on-set supervision, postproduction and paid social media assets. More information at: www.machinas.com
Services at Machinas: Art Direction, Content Management, PM, Video
The Problem
Birkenstock’s Bend collection centers around comfort, modular wearability, and everyday adaptability. The product itself had a strong concept but lacked a campaign language that could express these qualities consistently and meaningfully in digital contexts. Static visuals alone were not enough to communicate the collection’s character or establish a compelling narrative that would resonate across screens, formats, and audience segments.
Birkenstock’s Bend collection centers around comfort, modular wearability, and everyday adaptability. The product itself had a strong concept but lacked a campaign language that could express these qualities consistently and meaningfully in digital contexts. Static visuals alone were not enough to communicate the collection’s character or establish a compelling narrative that would resonate across screens, formats, and audience segments.
The Challenge
The task was to develop a digital campaign expression capable of amplifying the Bend collection’s core attributes while remaining true to Birkenstock’s understated legacy. This required building a visual and editorial approach that:
- Communicated product versatility and comfort in dynamic and engaging ways
- Worked across formats including social, web banners, and digital activations
- Balanced a lifestyle sensibility with fashion relevance
- Preserved Birkenstock’s unmistakable brand character without overstylization
The task was to develop a digital campaign expression capable of amplifying the Bend collection’s core attributes while remaining true to Birkenstock’s understated legacy. This required building a visual and editorial approach that:
- Communicated product versatility and comfort in dynamic and engaging ways
- Worked across formats including social, web banners, and digital activations
- Balanced a lifestyle sensibility with fashion relevance
- Preserved Birkenstock’s unmistakable brand character without overstylization
The Solution
The campaign was conceptualized as a rhythmic visual system that mirrored the idea of adaptability inherent in the Bend collection. Key actions included:
- Applying fluid, modular layouts that allowed imagery and messaging to breathe
- Implementing a consistent visual cadence across platforms to build recognition
- Combining product photography with contextual lifestyle shots to illustrate both function and feel
- Curating typographic rhythms and spacing that enhanced clarity without diminishing brand restraint
The campaign was conceptualized as a rhythmic visual system that mirrored the idea of adaptability inherent in the Bend collection. Key actions included:
- Applying fluid, modular layouts that allowed imagery and messaging to breathe
- Implementing a consistent visual cadence across platforms to build recognition
- Combining product photography with contextual lifestyle shots to illustrate both function and feel
- Curating typographic rhythms and spacing that enhanced clarity without diminishing brand restraint
Outcome
The resulting campaign elevated the Bend collection by giving it a distinct digital voice that enhanced product perception and storytelling. The visual language scaled effectively across social, web, and digital placements, reinforcing Birkenstock’s identity while inviting audiences to engage with the collection’s versatility on their terms.
The resulting campaign elevated the Bend collection by giving it a distinct digital voice that enhanced product perception and storytelling. The visual language scaled effectively across social, web, and digital placements, reinforcing Birkenstock’s identity while inviting audiences to engage with the collection’s versatility on their terms.
