Campaign Editorial — Global Shoot / Retouching + Adaptation: TW
Contrasts Walking Together
04 — Footwear × Streetwear / 2020
US market launch — 360° asset production for footwear's most unexpected collab.
Brief + Role
Havaianas HQ greenlit one of the most culturally unexpected collabs in footwear — pairing the world's most iconic flip flop with Mastermind Japan, the ultra-exclusive streetwear label whose skull-and-crossbones motif commands cult status globally.
The global brand toolkit was set. What wasn't set was how the US market would bring it to life. That's where I came in — adapting and producing the full suite of launch assets from raw campaign materials: social, email, e-commerce, and digital display, all calibrated for the American audience.
The challenge wasn't design — it was judgment. Knowing which brand equities to protect, which constraints were sacred, and how to move fast without losing the premium feel this collab demanded.
The Collab
In 1962, Havaianas invented its iconic flip flop inspired by the Japanese Zori — a traditional sandal worn with socks. Nearly 60 years later, the brand traveled back to that origin to launch a new silhouette: the Tradi Zori.
Mastermind Japan was the only partner that made sense. Founded in 1997 by Masaaki Homma, the label is known for extreme exclusivity — often producing fewer than three pieces of each item — and a signature skull-and-crossbones motif that has become one of streetwear's most recognizable marks.
The campaign concept: Contrasts Walking Together. Day and night. Past and future. Brazil and Japan. Two worlds that shouldn't fit — but do.
Retail Video
Produced for point-of-sale display and in-market social — the 1:1 format was designed to stop the scroll while maintaining the dark, cinematic quality the Mastermind brand demands.
Every frame dialed to the brand's strict monochrome palette: no color breaks, no departures from the campaign visual system.
Email Campaign
The email campaign carried the same dark, editorial feel into the CRM channel — leading with the lookbook imagery and landing on product with a direct Shop Now CTA.
Adapted from the campaign toolkit: restructured for US email layout conventions, promotional messaging, and Havaianas US subscriber expectations. Free 2-Day Shipping hook localized for the American market.
600px / Email Marketing / US Deploy
Press Coverage
Footwear News covered the launch — the industry's paper of record putting the Havaianas × Mastermind Japan collaboration in front of buyers, retailers, and the broader footwear trade at the moment of release.
Footwear News — Launch Coverage / 2020