NOTWOWAYS

Digital Campaigns

What happens when a YouTuber with a passion for sneakers, teams up with a young talented shoe-maker? They create one of the most talked about brands of the year. And what happens when After Party Studios produce their campaign content? Each drop sells out in seconds.

Afterdark – Very Important Package

Subsolar – Every F#cking Day

CHALLENGE

YouTuber Callux and shoe-maker Rockwell Princely design fashion forward footwear at an attainable price. Since launching in August 2020, After Party Studios have been tasked with creating aspirational campaign content that resonates with both YouTube fans and Hypebeasts.

Exuberance – Wear Me Out

APPROACH

Each social first-campaign includes a reveal and hero film, that showcases the product and brand personality in equal measure. From original tracks with grime legends, to off-the-wall story-led films, the content helps transport the viewer into the notwoways universe.

Moonless – London To The World

RESULTS

The brand’s first campaign ‘wear me out’, led to the shoes selling out in 63 seconds. notwoways has also garnered glowing coverage from leading fashion publications such as HYPEBEAST, NOCTIS, and CULTED. The fourth shoe entitled ‘Afterdark’ marked the brand’s transition from emerging to established player in the sneaker scene.

CREDITS

Director RVBBERDUCK
Exec Producers – Callum McGinley / Rockwell Princely

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