Great style doesn’t start with the jacket, the shirt, or the cut. It starts with the shoes. ‘From the Ground Up’ positions Aquila as not just a shoemaker, but as the starting point of every confident look. We created a bold new brand platform and hero film where an outfit builds itself around a single, perfect pair of shoes - a striking visual metaphor, brought to life entirely in-camera. Directed by Cameron March, with stills by fashion photographer Isaac Brown, the integrated campaign rolled out across broadcast, cinema, digital, social and in-store. The result: 19.8 million impressions, finalist in the AGDA Design Awards and a confident step forward for an iconic Australian brand.