The Heeling Has Begun

March 2, 2007

This is Austin month in Behind the Lens. Along with GSD&M, we feature this campaign produced by another local agency in the Texas capital, Door Number 3. Their campaign for Alex’s Shoe Hospital was photographed by Austin shooter Will Van Overbeek. The client is an old family firm from Fort Wayne, Indiana, that has been restoring shoes for a long time. Prentice Howe, creative director at Door Number 3, explains the concept: “People think shoes are disposable, so we wanted to make the correlation, in a tongue-in-cheek, way that they are a lot like our own bodies and that they can be mended.” Van Overbeek, who has shot campaigns for Wal-Mart, Adidas and Quaker Oats, was a good match, says Howe. “Will has a fantastic eye, he combines style with a great editorial sensibility. He is a good storyteller, efficient and quick.”