Steve Madden unveils its lively Fall 2024 campaign, ‘Never Miss A Beat,’ directed by Golden Projects’ Steven Brahms. Set against Deee-Lite’s classic hit “Groove Is In The Heart,” the campaign captures the essence of a true New York City experience, offering viewers an inside-look at the city’s most iconic elements.
The wildly fun campaign does everything but miss a beat. From the skateboard culture and iconic fashion to subway performers, hotdog vendors and the occasional rat sighting, every detail captures the gritty charm and timeless energy held in the city’s bustling streets. Featuring guest appearances by The Green Lady, Richie Rich, Mickey Boardman, Lady Bunny, Lynn Yaeger, George Papoutsis, Seth Phillips and even Steve Madden himself, the campaign celebrates NYC’s authenticity, blending its classic elements with Madden’s signature style.
“Working on this project was a refreshing experience where everything fell into place effortlessly,” shares Brahms. “The collaboration with Steve Madden was a dream—every time we proposed a bold idea, they embraced it wholeheartedly. Together, we tried to capture the raw, unpolished side of New York that’s often overlooked in the commercial space and it was great to have that level of freedom and trust in our vision.
The creative process behind the campaign embraced a traditional cinematic approach with an emphasis on in-camera work, avoiding elaborate camera moves or special effects. The approach and style was used to capture the authenticity of each scene while highlighting the diverse talents of the NYC-based street-cast, from the Tai Chi ladies and showtime dancers to the voguers and modern dancers that enhanced the visuals beyond the product. The pièce de résistance is an animatronic rat crafted by the set designer to truly mirror the everyday experiences of native New Yorkers.
"Steven was the perfect partner in bringing Weird New York to life. We at Steve Madden really wanted this to be a “made for New Yorkers, by New Yorkers” moment for the brand, because this is where it was born and raised," said Jisoo Hong, Creative Director at Steve Madden. "It really encapsulates everything I love about New York — what it means to walk out the door everyday and bear witness to all of its bizarre and beautiful characters."
Credits:
Client: Steve Madden
Creative Director: Jisoo Hong
Senior Producer: Nicholette Hails
Art Director: Tina Bearden
Campaign Stylist: Ketevan Gvaramadze
Brand Stylist: Lydia Binford
Production: 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-Production Company: 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
About Golden Projects:
A new production company creating dynamic content for leading agencies and brands around the world.
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