Sorel: Hometown Tourist
(Shot by Bella Newman)
Sorel wanted to establish a sense of purpose and connect emotionally with Gen Z, challenging the post-pandemic feeling of isolation – instead aligning itself with a desire to reconnect. To do so, we created “Hometown Tourist” – a platform and talent-led social and digital campaign that encouraged the audience to slow down and re-appreciate the place they live. Positioning Sorel footwear as the tool for that rediscovery, our content saw model Anaa Saber roam the streets of her native New York. I acted as Creative Lead on the project, owning everything from concept and pitch to location scouting, leading PPMs, on-set direction and delivery.
