Art direction, campaign photography, and digital design for the launch of M.Gemi’s newest legacy shoe, The Una.
The Una, meaning “The One” in Italian, was designed to be the most versatile shoe in her wardrobe. The goal of this launch was to celebrate the style’s wearability, comfort, and an on-trend silhouette—while educating our customer on why The Una’s highest-quality leather and handcrafted quality set her apart from similar shoes on the market.
M.Gemi: The Una
ART DIRECTION
PHOTOGRAPHY
DIGITAL DESIGN
I was responsible for shooting on-location editorial photography for the campaign. Over the course of two days, we shot in the iconic NYC neighborhoods of West Village and DUMBO. With thoughtful choices regarding props, wardrobe, and environment, I aimed to capture all the ways The Una blends seamlessly into our customers wardrobe and lifestyle.
As part of the campaign I also designed an immersive landing page experience that highlighted the premium craftsmanship and considered details that went into making The Una one of M.Gemi’s best-selling shoes.
The page also featured video of M.Gemi founder Maria Gangemi describing her thought process when conceiving of this style, emphasizing how everything from the design, materials, and construction were carefully selected to bring her vision for The Una to life.
