In partnership with PONY International, we defined a new global positioning and relaunched the brand through an integrated campaign that carves a new path forward for the New York icon.

In partnership with PONY International, we defined a new global positioning and relaunched the brand through an integrated campaign that carves a new path forward for the New York icon.

With its origins in New York, PONY had always associated itself with the people and lifestyle of the city. But for the brand’s new global repositioning, we wanted to look beyond their home turf and explore other key, influential cities across the globe, telling the stories of the people and doers who embody the same philosophy of the brand.

Walk Your Story

Since its inception in 1972, PONY had been producing game-changers on the sneaker scene; continuously evolving as a visionary within the industry when it comes to style, fashion, and attitude. At its core though, it had always been real shoes for real people.

Going back to the roots, WALK YOUR STORY celebrates the people who constantly progress and strive to be better, through hard work and resilience, creating and evolving their craft for themselves – not for followers.

We start in London, a city known for its edgy, eclectic style and a melting pot for creators in art, fashion, and design. WALK YOUR STORY is a new global platform that allows PONY to connect with a new generation of doers from around the world. 

“PONY was an iconic sneaker brand before sneakers even became a thing. And at its core, the brand has always been about making real shoes for real people. So in this relaunch, we made sure to capture the realness of these doers as authentically as possible.”

Tim Ho

Creative Director

From a creative perspective, we wanted to embrace the city of London with an open mind and in a style that truly portrays its landscape and the people who define it: raw, honest, upbeat.

With a full in-house production, we identified relevant creators to work with; art directed and managed production in London for an output of three key visuals, twelve supporting visuals, and three films. All of the final assets were repurposed for online and print use and delivered in a campaign playbook to ensure consistency in all markets globally.

Credits

Art Direction: Tim HO, Constant

Director: Luke CASEY

Producer: Charlene LAMBERT and Constant

Stylist: David HERRERA

Hair & Make-Up: Sara SORRENTI

Colour Grade: Jamie NOBLE, Studio RN

Music & Sound Design: Ephick WO, Eric LAU

Cast

Favour Jonathan, 21, Artist based in Norwood Junction London whose work is mirrored in her life. Honest, and raw, she knows who she is.

Sara Summers-Valli, 30, a Ceramicist in Nunhead London. In a time where pressure for perfection is unavoidable, Sara embraces the beauty in imperfections, relying on tactile feeling and experimentation to create her work.

Eric Lau, 36, Music Producer originally from Hong Kong and now based in Finsbury Park London. In his creative journey, Eric is aware of the importance to keep integrity. Through working hard on the fundamentals, he has become a leader in the wave for new creators and inspire the next generation.

From a creative perspective, we wanted to embrace the city of London with an open mind and in a style that truly portrays its landscape and the people who define it: raw, honest, upbeat.

With a full in-house production, we identified relevant creators to work with; art directed and managed production in London for an output of three key visuals, twelve supporting visuals, and three films. All of the final assets were repurposed for online and print use and delivered in a campaign playbook to ensure consistency in all markets globally.

Credits

Art Direction: Tim HO, Constant

Director: Luke CASEY

Producer: Charlene LAMBERT and Constant

Stylist: David HERRERA

Hair & Make-Up: Sara SORRENTI

Colour Grade: Jamie NOBLE, Studio RN

Music & Sound Design: Ephick WO, Eric LAU

Cast

Favour Jonathan, 21, Artist based in Norwood Junction London whose work is mirrored in her life. Honest, and raw, she knows who she is.

Sara Summers-Valli, 30, a Ceramicist in Nunhead London. In a time where pressure for perfection is unavoidable, Sara embraces the beauty in imperfections, relying on tactile feeling and experimentation to create her work.

Eric Lau, 36, Music Producer originally from Hong Kong and now based in Finsbury Park London. In his creative journey, Eric is aware of the importance to keep integrity. Through working hard on the fundamentals, he has become a leader in the wave for new creators and inspire the next generation.

An independent creative agency in Hong Kong and Copenhagen. We build brands, products and campaigns rooted in user-centric design and storytelling.

Constant Constant
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