Kachorovska
A heritage shoe brand needed to speak Gen Z without losing itself. The answer wasn't to follow trends — it was to go deeper into what the brand already stood for.
Kachorovska is a Ukrainian fashion house rooted in a family atelier since 1957. Its audience was women 35–45. The ask was to reach Gen Z — girls 18–25 — without cheapening the brand. The key insight came from listening: this generation isn't running toward trends, they're running toward themselves. They feel pressure to become someone, they compare constantly, they're exhausted by performative perfection. That's not a marketing insight — that's a human one. And it's exactly where a brand built on craft and courage has something real to say.
Built the entire content strategy around one idea: "The Courage to Be Imperfect." Not a slogan — a filter for every decision. The tone had to be cinematic and honest, never scripted-feeling. Five content formats were designed to work together: intimate interview series, a scripted mini-series about identity, portrait-led storytelling, unfiltered lifestyle content, and a brand film. Each format serves a different emotional register — none of them feel like advertising.