Liberty Shoes' Spring Summer '26 campaign, made through Candy Shop. The season came as ten product stories, from school shoes to all-day comfort. I came up with the concept, storyboarded it, and co-directed the reels and films with Umeshwar Adhikari over a two-day studio shoot, with Monkey Punch Films producing.
PROJECT INFO
Team Candy Shop Communications, with Monkey Punch Films · Timeline Two-day shoot, 2026 · Tools After Effects, Illustrator
The brief
Liberty's Spring Summer '26 brief came as ten product stories, most with their own line and all with their own shoes: school (Class Bhi Khel Bhi), all-day comfort (Your 9 to 9 Ease), festive (Celebrate in Comfort), workwear, sneakers, slip-ons and kids. Every product needed campaign or catalogue imagery, a social static and reel, and a shot of its technology, for store displays, magazines and point-of-sale.
What we found
No single idea could carry the range. A school shoe with a GPS tracker and a work shoe with a massage insole don't share a buyer, a setting or a mood, and features like these don't show in a still. So the concept had to be mixed: a scene for each story, and a way to show each feature working.
The idea
Let the occasion lead. Each product story became its own scene, set in the moment the shoe is made for: school and play for Class Bhi Khel Bhi, a twelve-hour workday for Your 9 to 9 Ease, festive days for Celebrate in Comfort, kids on the move for Tiny Steps, Big Fun. The lines came with the brief; the storyboard turned each one into a scene. What held the season together was one shoot, one crew and one direction across all of it.
How it came together
Two days. A real studio shoot, over two days.
Direction. I came up with the concept and storyboarded it, then co-directed the reels and the films with Umeshwar Adhikari.
Technology. Each shoe's feature had to be shown working, not just named: the Twist & Go closure, the massage insoles, the GPS tracker in the school shoes. These got their own shots, cut into the reels.
The crew. Stills by Nirvair Singh Rai, video by Nirvair Singh Rai and Kanak Sharma, styling by Somya, produced with Monkey Punch Films.
What shipped
Campaign and catalogue stills, social statics and reels, and technology reels across the season's product stories, made for Liberty's store displays, magazines, social and point-of-sale.
Credits
Co-direction Shaurya Singh
Concept, storyboard Team Candyshop, Shaurya Singh
Co-direction Umeshwar Adhikari
Stills Nirvair Singh Rai
Video Nirvair Singh Rai, Kanak Sharma
Styling Somya
BTS @mayank_mov
Production Monkey Punch Films
Agency Candy Shop Communications
Client Liberty Shoes