Steve Madden Projects a new image

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Print and outdoor ads for Steve Madden's Steven line of shoes offer a marked twist on Butch Belair's familiar models with the oversized heads and anime eyes. Instead, they feature seemingly illustrated models, shot by Eva Mueller. And while they may look like great retouching jobs, the body patterns are in fact projections created entirely in-camera. Looking to do something distinctive but different from "the girls with big heads" for the Steven line, which is higher-priced than the original Madden line and also skews to a slightly older target audience, Cramer-Krasselt Hampel Stefanides AD Tom Kane ran across Mueller, who "does very interesting personal work," he says. "It's a difficult process to get each shot, but the results are very beautiful."

Client: Steve Madden Agency: Cramer-Krasselt/Hampel Stefanides, N.Y. CD/AD: Tom Kane Photographer: Eva Mueller

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