X BIRKENSTOCK

When Birkenstock launched its first American flagship store in New York City, I took on the challenge of creating a bold, narrative-driven campaign that would resonate with both local and international audiences. Inspired by the brand’s heritage, we introduced ‘Birkie and the Toes,’ a fictional German indie-rock band whose New York adventure came alive through turning my illustrations into puppets, a vibrant music video, a late-night show-style interview, and street photography featuring authentic New York characters alongside the band members and a city-wide campaign that included large scale murals and street adverting. The project extended beyond storytelling, with the in-store installation and limited-edition collectibles that solidified Birkenstock’s cultural footprint in the city.