DARING TO CREATE A 'BITCH BOOT'

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Lambesis, San Diego

Charles David Footwear

Chad Farmer, Creative Director/Art Director

David Bradley, Copywriter

Loren Hayes, Photographer

For Charles David Footwear's fall campaign, "We were always trying to keep the shoes as hero, but also [define] the type of woman who would wear these shoes," says Chad Farmer, creative director and art director at San Diego agency Lambesis.

The strategic goal of the fashion-magazine campaign: to create a bold, independent image for Charles David, an upscale marketer and retailer of women's shoes known more for product quality than pizzazz.

Ads balance product shots and attitude. One of four spreads, for example, reads: "The almighty boot. The archetypal boot. The drop-dead-gorgeous-stiff-upper-lip, bitch boot."

Bitch boot?

"They're actually daring," Mr. Farmer says of the client, with whom he worked as a freelancer before taking the account to Lambesis when he joined the agency last year.

Charles David shoe designer Nathalie Marciano-Nathalie M in the ad signature-worked directly with the creative team on the ads, including "bitch boot."

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