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CHALLENGE: Pivot Ariat’s perception from a male-dominated workwear brand into a stylish, everyday staple for women, without leaning on tired empowerment clichés.
INSIGHT: Boots are modern armor. Women use them to claim space, gain physical and mental elevation, and project an unspoken "stand your ground" toughness in any environment.
IDEA: Position Ariat's women's line as the ultimate foundation for grounded confidence. It's not about competing with men; it's about owning your own power with uncompromising style.
EXECUTION: A cinematic 30-second anthem spot following a woman silently commanding the atmosphere of a local bar, supported by a raw, street-level wild posting campaign using 35mm-style still photography to highlight the boots in action.
CW: Kylie Hernandez
AD: Benjamin Hamilton
2025
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