Zvelle 'Alatus' 2024 Ad Campaign

Review of Zvelle ‘Alatus’ 2024 Ad Campaign by Creative Director Elle AyoubZadeh and Photographer Daniel Harrison

Zvelle takes flight with the campaign for its newly launched Alatus boot. The brand’s creative director Elle AyoubZadeh teamed with photographer Daniel Harrison to craft the focus and powerful campaign.

With aerodynamic curves and layered stitching that suggests precision engineering, the footwear brand’s latest design draws inspiration from the power of flight and the machines that make it possible. Extending this thread, Harrison captures the Alatus on an airfield in visual conversation with the Noorduyn Norseman, an iconic bush plane famed for its versatility and reliability that was and still is used globally in a wide range of contexts, including intrepid journeys into remote territory. Worn by a lone pilot – symbolizing the brand’s spirit of an independent pursuit of style – the boot further takes on an adventurous spirit against the muscular presence of the aircraft and its intricate machinery.

Like the brand’s previous campaign for its Solo sneaker, which drew from the world of dance, the Alatus campaign is a focused expression of inspiration and aesthetic connection. One model, one setting, one shoe: an incisive statement of an exacting design vision.