TIME TO DARE — Brand positioning & Campaign
A daring new brand expression for Jimmy Choo brought to life with Hailey Bieber
With Time To Dare, we created a new call to action reinforcing the brand’s core values to be used as a consistent thematic. Across the lead campaign, the creative declined a consistent visual story that reinvents Glamour for the modern age.

The Autumn 2021 campaign featured Hailey Bieber against daring vistas. Captured on location in Los Angeles by Pierre-Ange Carlotti, the campaign explores exaggerated panoramas and confident poses, inspiring audiences to embrace glamour, every hour, whatever the moment. Still images were brought to life alongside product hero vignettes.
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