Our goal was to develop a concept that would tie together 3 existing library of images featuring Taylor, look books, and fashion bloggers, while aligning with the aesthetic of Taylor’s album 1989.

We developed a series of treatments and washes inspired by the Polaroid vibe of the album. We layered the treated images in a mix-and-match fashion which allowed us the flexibility to combine different stories throughout the life of the campaign.

The campaign ran internationally in print, outdoor, online and social and coincided with her 1989 world tour. 

Keds was one of the key sponsors of Taylor’s 1989 World Tour. In addition to the brand campaign, we also designed a tour campaign and experiential environment that the brand activated at each stop on the international tour. 

Photography by We Are The Rhoads