HDF developed the brand launch for the emerging Italian luxury shoe brand, ZCD, as well as subsequent campaigns.
To create a series of social and digital campaigns that establish ZCD as a true player in the luxury retail space
To manage complex and nuanced negotiations for our client ZCD with some of the highest paid models and millennial influencers in the business
To position the brand with messaging and visual language, and cultural affiliations, to resonate with their target demographic, a notoriously fickle one
Mining the founders story and the brand origins of being born from days spent on Formula 1 racetracks, and the desire for a chic and comfortable footwear that would resonate and be desireable to all ages, we crafted brand positioning and a tag line that would inform the work created for ZCD moving forward:
‘From Racetrack to Runway, Speedway to Roadway, ZCD offers luxurious essentials inspired by effortless glamour.’
Next we scoured nationally to find the perfect racetrack as an iconic backdrop for the brand launch featuring two Victoria Secret Angels, Devon Windsor and Elsa Hosk, with over 2M and 3.7M followers respectively. For Spring, we moved into the studio with a vintage porsche and continued the racing theme with millennial royalty, Cami Morrone and Sistine Stallone.
The brand now sits on the floor in Barney’s and other international luxury retailers
Through our negotiations and management of campaign-related social posts, ZCDs social currency and relevancy has grown exponentially
Photography: Frederic Auerbach
ZCD originally enlisted HDF to develop and launch their premiere campaign around the concept “From Racetrack to Runway”. We scouted race
tracks nationally, ended up booking famous Homestead Speedway in Miami, engaged models and social influencers Elsa Hosk and Devon Windsor.