PR / PRESS REVIEW AREA

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Project: Vivobarefoot - Unknow Yourself

Unknow Yourself is an invitation to step outside the patterns that quietly shape how we move through the world. To loosen your grip on certainty and let curiosity lead for a while.

Transformation rarely arrives as a big decision. It starts somewhere smaller - a different step, a different path. A moment where things feel unfamiliar again.

This 5 part campaign invites people to experiment with perspective. To step outside the versions of themselves they’ve already defined.To follow instinct instead of routine, and see where it leads.

The Brief

Vivobarefoot wanted to move away from performance-driven messaging and into something more human. Not “run faster” or “train harder” but a deeper question: What happens when you reconnect with how your body actually wants to move? The task was to create a campaign that felt less like advertising, and more like a shift in perspective.

The Idea

Rather than selling shoes, Unknow Yourself sells a shift in mindset. It reframes barefoot footwear not as a product, but as a tool for transformation - encouraging people to reconnect with their bodies, their instincts, and the ground beneath them. The campaign builds on Vivobarefoot’s belief that freedom starts from the ground up, and that changing how you move can change how you think.

The Shoot

Shot in the mountains of Topanga over a tightly scheduled single-day production, Unknow Yourself was brought to life by LA-based director James Winterhalter and DOP Steve Conry, working with Human Element and executive producer Matt Marenyi.

Working with a compact crew and a deliberately lean setup, the team captured five distinct films across multiple locations, each shot to feel like a different world within the same landscape, making the most of every shift in light and landscape. Careful planning, fast movement, and a high level of collaboration between motion and stills (led by photographer Meg Blair) allowed the team to maximise both time and terrain.

The result is a campaign that blends the physical and the surreal, using natural light, real environments, and practical in-camera special effects to create something that feels expansive, while staying grounded in a highly efficient production approach.

The approach reflects Thingy & Thingy®’s model - small, agile teams delivering work with the scale and ambition of much larger productions, where creative thinking drives efficiency, and smart ideas unlock scale.

Credits

Agency: Thingy & Thingy®
Design: Thingy & Thingy®
‍Production Company: Human Element
‍Executive Producer: Matt Marenyi
‍Director: James Winterhalter
‍DOP: Steve Conry
‍Post Production: Kurzsa
‍Photographer: Meg Blair

Unknow Yourself - Campaign

Following last year’s campaign, Unknow Yourself marks a continued shift for Vivobarefoot, from a technical footwear brand to a cultural brand rooted in freedom, nature, and self-expression.

It moves away from the conventions of the outdoor category towards a more rebellious, unconventional space that feels closer to counterculture than commerce. Because the world doesn’t need more serious marketing. It needs work that makes people feel something.

Part One.

The ground isn’t always solid, but neither are the rules you’ve been living by.

Part Two.

The ground’s been waiting, longer than any of us. Trust what your toes are hearing.

Part Three.

That static, you can leave it down there bro.

Part Four.

Planet gossip coming up through the soles, whispering “not that same path again”.

Part Five.

Something deeper waking up. That's the call from underneath.

Organic Social Carousel

Flow through our gallery of supporting campaign work.

Unknow everything you think you know about organic and paid motion and statics.

Trippy product comms that stand out from the sameness of the performance and footwear category.

Paid Social Carousel

Flow through our gallery of supporting campaign work.

Unknow everything you think you know about organic and paid motion and statics.

Trippy product comms that stand out from the sameness of the performance and footwear category.

Campaign Duration

30th March to 24th April

About Vivobarefoot

Vivobarefoot is a global footwear brand built on a simple belief: that the closer you are to the ground, the better you move. Its products are designed to support natural movement - challenging traditional footwear by removing support, not adding it.

As a certified B Corp, the brand operates at the intersection of performance, sustainability and human health, with a growing presence in the US and key markets worldwide.

About Thingy & Thingy®

Thingy & Thingy® is a London-based creative agency focused on clear, idea-led work in an industry that often overcomplicates things.

The agency brings together senior talent from some of the world’s most respected creative companies, applying that experience with a more direct, focused way of working.

It partners with brands to define direction and deliver work that cuts through quickly and lands with intent.Clients include Vivobarefoot, Spoon Granola and Checkout.com.

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