GEOX KIDS
How do you get kids aged 4 to 9 excited about a new shoe collection — while giving their parents all the right reasons to choose it? And how do you turn qualities like comfort, safety and craftsmanship into a world kids actually want to step into?
For Geox Kids’ global Back to School 2026 campaign, we tapped into the visual and musical language of K-pop, transforming rhythm, colour and energy into an imaginative back-to-school experience built around the new collection.
Starting with real children selected through a casting process, AI was used to reimagine them first as photorealistic dancers and then as illustrated characters — bringing together real personalities and fantastical visual worlds.
An original jingle gave the campaign its own distinctive beat, created and produced in Italian, English and French to make it instantly recognisable across markets.
The campaign extended far beyond TV, with the creative platform adapted for social and retail, supported by a dedicated collection photoshoot and a full ecosystem of content and campaign assets. One collection. One beat. A whole new way to step back into school.
CREDITS
AKITA FILM
EXECUTIVE PRODUCER PAOLO ZANINELLO
PRODUCER MAPI BRAMBILLA
CLIENT SERVICE DIRECTOR CARLOTTA PICCALUGA
UNIT AI CASTA DIVA
EXECUTIVE CREATIVE PRODUCER GREG FERRO
PRODUCER LUCREZIA NEGRONI
AI ARTIST LIANG YUANQING
AI ARTIST EDOARDO TADDEI
CURIOSITY BOX
EXECUTIVE CREATIVE DIRECTOR NICO MARCHESI
CREATIVE DIRECTOR COPYWRITER HILIJA RUSSO
ART DIRECTOR MARCO GIANNONE
JUNIOR COPYWRITER ANDREA TAGLIANI
HEAD OF CLIENT SERVICES IVANA COSTA
SENIOR PROJECT MANAGER ILARIA BORGNA
REGIA MATTEO SIRONI
SHOOTING FOTOGRAFICO LUCA PERAZZOLI
