Pelican Street

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Insight

In a market where safety shoes were still seen as heavy, outdated gear, Safety Jogger spotted a cultural shift. Today’s workers expect more. They want protection without compromise. Lightweight innovation, eco-conscious design and products that move with their lives, not against them. The future of workwear isn’t about fitting into old models. It’s about breaking gravity and expectations.

Challenge

Safety Jogger wanted to break free from the old stereotypes that defined the heavy and bulky safety shoe market. The new generation of shoes was built for a different story: lightweight, innovative, and eco-conscious. So, how do you show the world that safety footwear can feel like walking on air and be sustainable for our planet?

Creative Approach

In collaboration with WAVE, we crafted two campaigns that reimagined the work shoe experience. First, we transported the product into an otherworldly scene, using the moon as our stage to dramatize the shoes’ ultra-light feeling. Then, we brought the next story back down to Earth, spotlighting the sustainable materials and eco-friendly production behind Safety Jogger’s Eco chapter.

Result

From lunar live-action to textural stop-motion, every photo, film, and social asset was crafted to give Safety Jogger a bold, modern voice. The result is a future-facing brand narrative that breaks with outdated perceptions and resonates across global markets thanks to its relatable, universal concepts.

Behind The Project

At Pelican Street, collaboration isn’t an afterthought, it’s how the best work gets built.

For Safety Jogger, every detail was shaped by a tight creative partnership.
Our creative and production teams aligned every shot, every frame and every story piece to move as one. The campaign didn’t just live in visuals, it lived in a feeling: lighter, faster, closer to the future.

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A project is more than a deliverable. It’s a movement, built by every hand on the crew.

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