Overview

For DSW’s Winter Boots Campaign, we wanted to capture the energy of the season in a way that felt bold and unforgettable. So we brought winter to Toronto — in September. By transforming a downtown rooftop into a snowy set, we created video and photo content that showed off DSW’s winter boots long before the snow arrived.

Challenge

Winter campaigns usually launch when the weather changes. But DSW needed content ready early. The challenge was: how do we create authentic winter visuals before the first snowfall, and still make the boots look stylish, strong, and season-ready?

Strategy

We took over a Toronto rooftop and built winter from scratch. Using artificial snow, we created the full cold-weather atmosphere — from frosted ground to swirling flakes in the air.

The campaign included:

• Video content that brought the boots to life in motion.

• Photography for use across digital, social, and in-store.

• A cohesive visual style that made DSW’s winter boots the hero of the season.

Results

Seasonal relevance: Content was ready to launch before winter began, keeping DSW ahead of competitors.

Strong engagement: Bold rooftop visuals stood out in social feeds and digital placements.

Brand presence: DSW owned the winter footwear conversation early with a campaign that felt both stylish and cinematic.