Director Steven Brahms and Steve Madden Unite for ‘Never Miss A Beat’— A Celebration of New York City

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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