When Giant Spoon wanted to drive awareness for Cole Haan's new ballet-inspired product line, the boutique agency turned to The New York Times' T Brand Studio. The result was Grit & Grace, a feature that profiled three New York City Ballet ballerinas that humanized the women, highlighting their elegance and determination.
Along with the written narrative, the Times' campaign included behind-the-scenes videos, illustrations and full-bleed photography. As the first fashion brand to partner with T Brand Studio, Cole Haan was able to negotiate a deal allowing it to leverage the content across its own channels where the brand story continued, but became more product focused.
Giant Spoon co-founder Alan Cohen says: "We created this campaign because it connected the brand to consumers in a unique way. We loved that we found a super-efficient partner to develop the content, and the result proved that creative media can come from anywhere.” —Carrie Cummings