Sam&Libby
SAM AND LIBBY: THE REAL PEOPLE CAMPAIGN
Creative Director at Sam&Libby
By deeply understanding your audience—even living their experiences—you can communicate in ways that truly resonate, offering solutions that enhance their lives rather than simply adding to them.
As Creative Director, I helped define the brand identity for Sam & Libby—a label built on authenticity and real-life connections.
Their products were designed “for those who had other things to spend their money on,” a philosophy that fueled rapid growth to a $100M valuation and a successful IPO.
The brand’s first campaign was as personal as it was resourceful: shot at the founders’ home by a friend, using their own candid photos and heartfelt stories in place of professional models. Those genuine moments became the foundation of a trade ad—and the start of a brand that resonated far beyond its humble beginnings.
The first trade publication ad before I came on board
Building on this authentic foundation, we partnered with top photographers and copywriters to create black-and-white ads featuring candid dialogues and intimate imagery. A simple black bar with text reinforced the conversational tone, making each piece feel part of an ongoing story. The campaign resonated strongly—especially with baby boomers—cementing Sam & Libby’s image as authentic, relatable, and fashion-forward.
Creative Direction: Kevin McPhee
Photographers: Arthur Elgort, Michael Thompson, and others
Vogue, Glamour, Mademoiselle
Vogue, Glamour, Mademoiselle, Elle
Vanity Fair, Vogue, December Issues
Vogue, Glamour, Mademoiselle
These frames are from a 30-sec. spot that aired in several cities in the U.S. The dialogue was an extension of the print ad, and people were heard in the the stores quoting one of the Libby’s lines: ”I do everything my kids do…I think it keeps me young” . Film by Arthur Elgort.
Below, these product-focused ads, photographed by Michael Thompson, ran in the same issues of the lifestyle ads adding another layer of new footwear realeases to the campaign.
Vogue, Glamour, Mademoiselle, Elle
