Aquila builds style ‘From the Ground Up’ in new brand platform via The General Store

Iconic Australian footwear brand Aquila has launched a brand platform with an integrated campaign via creative agency The General Store, reminding Australians that the best outfits start with a great pair of shoes.

The hero film follows a man preparing for a night out when his shoes suddenly take centre stage – his outfit emerging piece by piece. The campaign is a bold visual metaphor for the idea that style is built from the ground up – with shoes being the foundation of every great outfit. Directed by Cameron March and produced by Chronicle Studios, all the effects were kept in-camera, with stills by acclaimed fashion photographer Isaac Brown.

Says Sharon Edmondston, Executive Creative Director at The General Store: “‘From The Ground Up’ is a confident creative response that takes ownership over the way an outfit comes together. We wanted to create a visually arresting narrative that places Aquila exactly where it belongs: as the foundation of modern Australian style.”

Aquila, still proudly family-owned after more than 60 years, has long been synonymous with craftsmanship and confidence. This new campaign reinforces its reputation not only as a heritage brand, but as one that continues to lead and evolve in Australian menswear.

Says Sophie Lander, Managing Director at The General Store: “Aquila has always been about elevating men’s style through quality, detail and timeless design. This campaign positions Aquila not just as a shoemaker, but as the starting point of every confident look – a brand that helps men put their best foot forward, literally and metaphorically.”

The integrated campaign will roll out across broadcast, digital, cinema, social and in-store, supported by a robust content suite designed to drive both brand awareness and product consideration.

Adds Kiara Pecenko, Head of Marketing at Aquila: “This campaign is an exciting evolution for the brand. We’ve always believed that great style starts from the shoes up – and now, we’ve brought that belief to life in a way that’s bold, playful and unmistakably Aquila.”

Client: Aquila
CEO: Luke Longo
Head of Marketing: Kiara Pecenko
Art Director: Christopher Bosevski

Creative agency: The General Store
Partner and CEO: Matt Newell
Managing Director: Sophie Lander
Strategy Planner: Angelica Martin
Executive Creative Director: Sharon Edmondston
Associate Creative Director: Chris Ching
Art Director: Isabella Novak
Copywriter: Catherine Risbey
Account Director: Pat de Silva

Production: Chronicle Studios
Director: Cameron March
Photographer: Isaac Brown
Partner / Executive Producer: Dale Bennetto
Senior Producer: Beth Carr
Wardrobe & Set Styling: Patrick Zaczkiewicz

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