The Problem

Kat Von D, renowned for her bold glamour and edgy aesthetic, was set to launch her newest venture: Von D Shoes. With the competitive nature of the luxury footwear market, the challenge was to create a campaign that stood out while staying true to the brand's distinct identity. The campaign needed to embody Kat Von D's allure, appealing to beauty and desire, while showcasing the craftsmanship of her designs.

Moreover, with her iconic bright red pool already garnering attention in outlets like Newsweek LA Times, TMZ, and Insider, the opportunity to use this unique feature as a centerpiece posed both creative possibilities and challenges. Good Kids was tasked with creating a campaign that seamlessly blended the brand’s edge with its undeniable luxury, elevating Von D Shoes to must-have status.

The Solution

GoodKids embraced the challenge with a vision rooted in Old Hollywood glamour and haute couture. The campaign was shot entirely at Kat Von D’s Los Angeles home, featuring her viral bright red pool as the focal point. Underwater photographer Andrea Hunter captured ethereal and stunning portraits of our model Alisa — who is a trained underwater posing specialist, affectionately known in the industry as a “mermaid.” Alisa modeled the Swoon and Coven Buckle shoes, two of Von D Shoes’ top-selling designs, in breathtaking underwater dreamscapes that fused elegance with the brand’s signature edge.

This “Dive Into the Deep End” campaign created a visual narrative of beauty, desire, and otherworldly allure. Through strategic digital and print campaigns, including iconic stills and motion assets, GoodKids amplified the brand’s reach significantly.

Good Kids was trusted to design otherworldly launch campaigns for Kat’s newest venture.
Kat Von D is all things glamour with an edge so we drew inspiration from Old Hollywood and Haute Couture, appealing to amplify the strong desires to covet these truly beautiful products from Von D Shoes.

The result?

A strategic digital and print campaign landing Von D Shoes right on target with iconic stills and motion assets showcasing the product in ethereal dreamscapes which have garnered 10M+ organic digital interactions with the brand, an additional 5M in paid social and rocketed annual revenues by 500% and climbing.