( Hometown Tourist)

  • Digital
  • Campaign
  • Partnership

Social-first campaign amplifying Sorel’s post-pandemic 'back but not backwards' message with
its new footwear collection. 

Sorel looked wanted to establish a sense of purpose and emotion with Gen Z audiences through its latest footwear range, creating relevance by looking to challenge the post-pandemic feeling of isolation and desire to reconnect with culture.

To do so, we created the “Hometown Tourist” — a talent-led social activation that encouraged the audience to slow down and re-appreciate the places they live with fresh perspective.

Placing Sorel footwear at the centre of the concept and making it the tool for rediscovery, our short film saw fashion influencer, Anaa Saber, roam the streets of her native New York to provide a shoe’s eye view of the city.