The concept for the sneaker restoration campaign for Circular Fix centres around the need to provide a progressive, sustainable service that counteracts the consumerism and trend-driven behaviour within the sneaker-head community. The campaign is designed to be aspirational whilst poking a little fun at 'hype' culture, showcasing the Circular Fix services in a light-hearted manner.

The sneakers are treated like priceless artefacts, carefully tagged with detailed categories like brand, shoe model, date, and restoration service undertaken. The location chosen for the shoot plays into the overall creative direction; an art gallery, with its classical grandeur serving as a backdrop for the sneakers  carefully placed on a podium, similar to that of a priceless treasure.

Overall, the campaign visual and messaging evokes a sense of responsibility, positioning Circular Fix as the go-to service for sneaker restoration. The creative direction aims to appeal to sneaker-heads who want to preserve the value of their sneakers whilst also contributing to the greater good of the environment.