With calendars turning a page into March and the end of winter now in sight, Aldo launched a new campaign this week highlighting its Spring 2024 collection.

The Montreal-based fashion footwear and accessories company’s campaign, shot on the sunny streets of Miami, features friends meeting up with one another, and was designed to express a “joie-de-vivre lifestyle,” as well as to illustrate the vibrant “going-out spirit” of the collection, the brand says.

Aldo’s marketing plan this year, says chief brand and product officer Daianara Grullon Amalfitano, is to move away from the traditional spring and fall campaign structure, where a campaign is blanketed across one season. Instead, the brand is using an accelerated campaign pulse that will see more frequent creative touchpoints with the consumer throughout the year. Each month of the campaign will have its own dedicated creative concept linking back to seasonal moments the customer is experiencing.

“We’re becoming more intentional, moving at the pace of the consumer, tapping into specific micro-moments in their lives and adjusting our creative messaging and product assortment to meet this lifestyle,” Amalfitano tells strategy.

“We leaned into the fact that today’s consumer is still seeking comfort without sacrificing style, but we learned that their style needs are evolving faster than ever, so we had to become very agile with our campaign and collections to quickly adapt with the advanced pace in digital culture.”

Amalfitano adds that the brand is also integrating new CGI visual effects into its campaign materials, as well as using surrealism in its work to make its products look larger than life. Aldo’s new campaign is designed to target customers who live a “fast-paced, socially vibrant lifestyle,” Amalfitano says.

“There is something very fundamental to our core Aldo consumer which is that they tend to exude an effortless confidence and playfulness – an energy that is rooted in everything from our brand ethos, to how we design and style our products in our campaigns and beyond,” Amalfitano says.

The campaign was designed by Aldo’s in-house team working with a network of creatives and CGI artists, including long-time Aldo stylist Cary Tauben and photographer Rémi Ferrante. It launched on Thursday (Feb. 29), going live across brand touchpoints including in-store, online and on Aldo’s social media.