Steve Madden has launched its vibrant Fall 2024 campaign, ‘Never Miss A Beat,’ directed by Steven Brahms from Golden Projects. This campaign, set to Deee-Lite’s iconic track “Groove Is In The Heart,” immerses viewers in the essence of New York City, offering a lively exploration of the city’s most celebrated elements.
The campaign features a dynamic blend of New York’s signature culture and Steve Madden’s distinctive style. From skateboard culture and subway performers to hotdog vendors and the occasional rat sighting, every detail captures the city’s gritty charm and enduring energy. Notable figures including The Green Lady, Richie Rich, Mickey Boardman, Lady Bunny, Lynn Yaeger, George Papoutsis, Seth Phillips, and even Steve Madden himself make appearances, celebrating NYC’s authenticity and vibrancy.
Steven Brahms shared, “Working on this project was a refreshing experience where everything fell into place effortlessly. The collaboration with Steve Madden was a dream. They embraced our bold ideas wholeheartedly, allowing us to capture the raw, unpolished side of New York that is often overlooked.”
The campaign’s creative approach emphasizes traditional cinematic techniques, focusing on in-camera work to maintain authenticity. The set highlights diverse talents from NYC’s street scene, including Tai Chi practitioners, showtime dancers, voguers, and modern dancers. The pièce de résistance is an animatronic rat, crafted by the set designer, reflecting the everyday experiences of native New Yorkers.
Jisoo Hong, Creative Director at Steve Madden, praised Brahms’ contribution, stating, “Steven was the perfect partner in bringing Weird New York to life. We aimed for a ‘made for New Yorkers, by New Yorkers’ moment, capturing everything that makes New York extraordinary.”
This engaging campaign, published in August 2024, showcases Steve Madden’s commitment to celebrating New York City’s unique character through a blend of bold creativity and authentic representation.
Credits
Client: Steve Madden
Creative Director: Jisoo Hong
Senior Producer: Nicholette Hails
Art Director: Tina Bearden
Campaign Stylist: Ketevan Gvaramadze
Brand Stylist: Lydia Binford
Production: Golden Projects
Ep/ Managing Director: Chris Ehrmann
Ep & Head Of Production: Natalie Warkenthien
Director: Steven Brahms
Director of Photography: Kelly Jeffrey
Sound: Banjo Sound
Sound Mixer + Playback: Lauren Banjo
Post-Production Company: Modern Post
Managing Partner / EP: Charlyn Derrick
Executive Producer: Andrew Illson
Post Producer: Kelly Noecker
Editor: Graham Patterson
Colorist: Justin Schroepfer
Assistant Editor: Trevor Clifford