We love this spot! Steve Madden has unveiled its vibrant and energetic Fall 2024 campaign titled ‘Never Miss A Beat,’ directed by Steven Brahms of Golden Projects.
The campaign, set to one-hit wonder Deee-Lite’s classic track Groove Is In The Heart, is a celebration of the eclectic and raw spirit of New York City, showcasing its unique elements and authentic characters.
The campaign immerses viewers into the essence of New York, highlighting skateboard culture, subway performers, street fashion, hotdog vendors, and even an animatronic rat, perfectly capturing the city’s unmistakable energy.
Featuring guest appearances from notable New York figures like The Green Lady, Richie Rich, Mickey Boardman, Lady Bunny, and Steve Madden himself, ‘Never Miss A Beat’ is a love letter to the city that shaped the iconic fashion brand. Watch below:
REELated:
Director Steven Brahms shared his excitement about the creative process, noting how seamlessly the collaboration came together: “Working on this project was a refreshing experience where everything fell into place effortlessly. Steve Madden embraced every bold idea, and together we captured the raw, unpolished side of New York that’s often overlooked in commercial work.”
The campaign stands out for its emphasis on a traditional cinematic approach, focusing on in-camera work and avoiding heavy special effects. This allowed Brahms and his team to authentically portray New York’s diverse talents, from Tai Chi practitioners to voguing dancers, enhancing the campaign’s visual narrative.
Steve Madden’s Creative Director, Jisoo Hong, highlighted the significance of this campaign for the brand: “Steven was the perfect partner in bringing Weird New York to life. We wanted this to be a ‘made for New Yorkers, by New Yorkers’ moment because this is where the brand was born and raised. It encapsulates everything I love about New York—the bizarre, the beautiful, and the wonderfully diverse characters.”
In true homage to the city’s street culture, ‘Never Miss A Beat’ blends Madden’s signature style with the pulse of the city, offering a playful yet gritty representation of New York. From skateboarders weaving through traffic to dancers performing in the subway, the campaign never misses a chance to showcase the vibrancy and authenticity that defines the New York experience.
CREDITS:
BRAND: Steve Madden
- Creative Director: Jisoo Hong
- Senior Producer: Nicholette Hails
- Art Director: Tina Bearden
- Campaign Stylist: Ketevan Gvaramadze
- Brand Stylist: Lydia Binford
PRODUCTION COMPANY: Golden Projects
- Ep/ Managing Director: Chris Ehrmann
- Ep & Head Of Production: Natalie Warkenthien
- Director: Steven Brahms
- Director of Photography: Kelly Jeffrey
SOUND: Banjo Sound
Sound Mixer + Playback: Lauren Banjo
POST: Modern Post
- Managing Partner / EP: Charlyn Derrick
- Executive Producer: Andrew Illson
- Post Producer: Kelly Noecker
- Editor: Graham Patterson
- Colorist: Justin Schroepfer
- Assistant Editor: Trevor Clifford
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