Famous for its BOGO (buy one, get one) sales, Payless had become a commodity player losing share in a category where other retailers (Target) were offering style + price. Payless turned to us to reinvent their brand - elevating their brand as a lifestyle brand and encouraging consumers to fall in love with the styles - not just the price.

Leveraging music, fashion and lifestyle, we created a series of power-packed :15 spots designed to turn heads and force reconsideration of Payless. The result: in the 2 years working on the brand, Payless hit record year-over-year sales and an all-time high stock price.

We collaborated with Patricia Field, known for her legendary stylist work on Sex and the City. She is truly one-of-a-kind and helped to reinvigorate the brand with her unique, risk-taking style.

CD: Julie Kucinski
AD: Rachel Roddy
CW: Julie Kucinski

PAYLESS KIDS

CD: Julie Kucinski
AD: Rachel Roddy
CW: Andy Thieman