Keds x Taylor Swift

When someone asks you to interview Taylor Swift, you say YES!

This Toth+co multi-season campaign injected more youthful appeal with digitally-driven engagement focused on bravery, optimism, and fashion self-expression. While I was brought in to help the team develop the initial push of collaboration messaging (for a limited-edition RED Champion shoe to align with the release of RED), I ended up being the primary writer and a consistent creative collaborator on multiple Fall/Winter and Spring/Summer pushes.

In all, campaign efforts resulted in Keds’ business doubling over three years.

Bravehearts.com | Welcome, brave girl. Keep your head high and your heart open.

  • Campaign Line: There Are a Million Ways to Be Brave

  • "Brave takes a chance" Print

  • "Brave doesn't quit" Print

  • "Brave inspires brave" Print

  • "Brave looks good from here" Outdoor

  • RED Tour Activation

  • Event Giveaways

  • Photoshoot Support: Taylor Swift + Model Interviewing

  • Digital Lookbook

  • Memes

  • e-Commerce Promos and Product Pages

  • "What shoes do you dream in?" Gift Card

  • Macy's Herald Square #BRAVEHEARTS

  • The Grove

  • Pop Up Retail (Natick Mall pictured)

  • Meta Moment: Using my pre-existing @taylorwriting handle within print and social engagement pieces.

  • "Live with an open heart"

Campaign Videos

Thatcher Adams and Mike Toth used an approach that captures video in parallel with stills, maintaining a consistent brand image across mediums.

During campaign development, my role involved interviewing Taylor and each model off-camera, crafting scripts, and working with the editing team to produce videos from the shoot assets. It was incredibly fun and a privledge. Taylor Swift is a true professional in every way.

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