More than creative, it's crafting a story

When DSW proposed the idea of having an online sweepstakes for a chance to walk the runway at New York Fashion Week, TSI saw the potential for more. Reframing the idea as "the only brand hosting a runway show without hiring a single model" TSI positioned DSW as a leader in the space. Instead of choosing models based on outdated criteria like height, age and weight - DSW held a nationwide casting call for amazing women with personality, charisma, and a unique story to tell. In a time where consumers were only beginning to see campaigns like "Aerie Real," DSW staked a claim at the top.