Steve Madden crafts a love letter to NYC culture in artful spot

There is no city like New York. The New York experience is unique—filled with sounds, flavors, sights and smells you just can’t find anywhere else. A new campaign from shoe brand Steve Madden pays homage to this experience, featuring a spot set to iconic Deee-Lite song “Groove Is in the Heart.” “Never Miss a Beat,” produced by agency Golden Projects, cinematically captures New York City in the fall—the fashion choices, the subway performers, the rich culture, the drag and even the rats—to show how Steve Madden draws inspiration from the melting pot that is the city. Mirroring the way New Yorkers run into friends or catch a glimpse of that vaguely familiar face on their daily commute, each scene portrays experiences that are niche to city residents. The spot also features cameos from New York creators and cultural figures including the Green Lady, Richie Rich, Mickey Boardman, Lady Bunny, Lynn Yaeger, George Papoutsis and Seth Phillips (aka, Dude With a Sign) holding up a sign fittingly stating, “Yes, Steve is a real person.” Director Steve Brahms and photographer Daniel Arnold strategically depicted quintessential New York locations and featured street-cast talent and dancers from modern, breakdance, ballroom vogue and country genres, including appearances from ShowTime International, Hofstra Dance Team and even Madden himself. “People have asked me if I love New York City. It's like asking if I like my own heart. It’s at my very core. Without this city there would be no Steve Madden,” Madden said. “We are inseparable—sometimes I’ve hated it, I’ve wanted to leave it, but I will always end up back here. It’s the source of my inspiration, and I will never go.” The campaign comes as the company continues to expand. The New York City-based brand can now be found in more than 80 countries worldwide. “This campaign celebrates the city we love and its boundless energy, constantly inspiring us to push boundaries, innovate and keep moving forward,” said Ed Rosenfeld, chief creative officer of Steve Madden. In the fall, Steve Madden will launch a wider campaign that taps digital, social, outdoor media and experiential activations to showcase the campaign and create an immersive experience for customers. Additional creative content will be featured on the brand's social media channels, its global websites and in Steve Madden stores worldwide. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Steve Madden crafts a love letter to NYC culture in artful spot

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