New year, new you! 2017's opening campaign for OFFICE shoes was inspired by the concept of new beginnings & fresh starts. The aim of the scheme was to compliment the feelings of optimism that we all feel at the beginning of each year. The art direction is based around using 'tongue-in-cheek' props such as fresh milk bottles or fruit which then, accompanied with vibrant backdrops further evoke the feelings of 'newness' and positivity. The graphic styling surrounding the images takes influence from an idea of formality that lies within the discipline of 'New years Resolutions'. This is followed up by numbering some of the imagery to again fall within this secondary concept.