kate spade new york fall 2024

A campaign in two tiers. The first tier introduces the Global Fund for Women’s Mental Health through an inspiring brand film. This film explores the arch from darkness to light, featuring Taraji P. Henson, Nicola Coughlan and Marsai Martin delivering a powerful message. Its purpose is to raise awareness and spark conversation around women’s mental health, to encourage viewers to look inward and appreciate the small and grand moments of joy in the everyday.

joy is power. 
but we know it is not always a given. 
just as life can flash with brilliance,
it can (and does) throw us curveballs.
tending to our mental health
is undiscussed, under-funded
and unsaid for far too long.
and this is is why we speak up.
when joy hits.
and that cloud lifts.
the color.
that buzz.
that hum.
those hugs.
joy is that moment of connection. 
joy is a full-body experience. 
joy is something
everyone on this earth deserves. 

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The second tier highlights the spade jacquard bag through a joyful product film and elevated stills.
With extensive OOH placements, the campaign targets a broad audience, showcasing the bag’s updated design and fostering positive emotional connections.

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the team

Director & Photographer: Joshua Kissi 
Talent: Taraji P. Henson, Nicola Coughlan, Marsai Martin
Agency: Zast & Co 
Founder & Executive Creative Director: Theresa Canning-Zast
Creative Director: Doerte Fitschen-Rath
Agency Producer: Meredith Bergonzi
Copy: Khira Jordan, Hilary Smith
Styling: Gayle Spannaus
Production: North Six
Managing Director: Jordanna Vogel
Producer: Jimmy O’Keeffe
Hair Taraji P. Henson: Tym Wallace
Make Up Taraji P. Henson: Saisha Beechem
Hair Nicola Coughlan: Bob Recine
Make Up Nicola Coughlan: Romy Soleimani
Hair Marsai Martin: Alexander Armand
Make Up Marsai Martin: Thynna Wagenblast
Set Design: Two Hawkes Young
Agency Director & Photographer: Atrbute 
Executive Producer: Jeff Church 
Executive Producer: Vanessa Bermudez 
Music Consultant: Songbird Creative

1st AD: Donna Imbarrato
DOP: Geoffrey Taylor
Gaffer: Ariel Nehorayoff
Key Grip: Dylan Kaplowitz
BB Grip: Karli Koop
3rd Grip: Akil Jones
Swing: Chris Felecia
Steadicam: Kyle Derry
1st AC A Cam: Jim Cole
1st AC B Cam: Justine Bertrand
2nd AC A Cam: Esther 
2nd AC b Cam: Rodrigo Valencia
DIT/ Onset Color: Kazim Karaismailoglu
VTR: Joe Dwonszyk
Edit: The Den 
Editor: Michael ‘Middy’ Ofori-Attah 
Assistant Editor: Jeffrey Sarkodie 
Executive Producer: Jenn Mersis 
Editorial Producer: Lucia Villalta 
Post Production: Good Company
Colorist: Ron Sudul
Audio Engineer: Tom Paolantonio
Producer: Elizabeth Fitzpatrick
1st Photo Assistant: Andres Norwood
2nd Photo Assistant: Alonso Ayala
3rd PhotoAssistant: Fallou Seck
Digital Tech: Jacob Wayler
Retouching: Teardrop Studio