SHOESPIRACY

Vivobarefoot
Research
Location scouting
Scriptwriting
Film Production
Post-Production

We produced the documentary "Shoespiracy" for barefoot shoe company Vivobarefoot, a provocative film featuring experts in podiatry, biomechanics, and evolutionary biology that exposes how modern shoes harm natural foot function and development. The documentary challenges conventional footwear, delving into the history of footwear and shoe design, encouraging viewers to think differently about their shoes and health more broadly.

The campaign significantly expanded Vivobarefoot’s audience beyond fitness enthusiasts to health-conscious consumers unfamiliar with the barefoot category. By focusing on education rather than traditional product marketing, "Shoespiracy" repositioned Vivobarefoot as a thought leader in foot and musculoskeletal health, differentiating the brand in a crowded market.

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More than 1 million views
Of the full film on YouTube
67%
Increase in sales of Vivobarefoot shoes during campaign run
Over 500,000
Website visits during campaign run