Zappos’ Cool New Shoebox Can Be Cut Up and Repurposed in a Bunch of Unique Ways

Part of aspirational #ImNotABox campaign

Zappos wants you to think outside the box. Beginning with the box itself.

On June 1, the online retailer will begin shipping some shoes in a very cool new box (designed in-house) that features a collection of template designs printed on the inside—encouraging the recipients to fold, cut and otherwise reuse the box into item like a smartphone holder, a children's shoe sizer, a geometric planter and a 3-D llama.

"Customers will not only be able to reuse their boxes in a range of unique ways but will also be inspired to channel their creativity and to literally think outside the box," the brand says.

It's part of a larger campaign called #ImNotABox, which features the video below, from creative collective Variable, in which a schoolboy help a homeless man through a very personal cardboard construction project. A cut-down version of the ad will air nationally on cable networks.

#ImNotABox is intended to go beyond a funky box and into more aspirational territory.

"The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose," says Kelly Smith of Zappos THINK, an in-house experiential campaign team at "Not only do we want customers to know we genuinely care about their needs, but we also hope to inspire people to become the best version of themselves and to see the world with a new perspective. We want people in the end to say, 'I'm not a box.' "

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Client: Zappos

Creative Director: Kelly Smith
Creative Director: Tia Zuniga
Art Director: Derrin Hawkins

Production Company/Creative Collective: Variable
Director/Editor: Lloyd Lee Choi
Director of Photography: Jonathan Bregel
Creative Art Director: Caitlin Van Horn
Executive Producer: Tyler Ginter
Head of Production: Alex Friedman
Supervising Producer: Paige Demarco
Producer: Jon Simonetta
Production Supervisor: Danny Hillman
Production Designer: Joseph Sciacca
Prop Master: Curtis Oliveria
1st AC: Jared Knecht
2nd AC: Rocco Campanelli
DIT: Jeff Levine
Gaffer: Brad Burke
Key Grip: Mark Boucher
Wardrobe/Make Up Stylist: Sofija Mesicek
Sound Mixer: Turner Curran

Post Production Company: Variable
Editor: Joe Kell
Post Production Producers: Paige Demarco & Lareysa Smith
Colorist: Jeff Levine
Sound Mix/Sound Design: Defacto Sound
Score: "That Home" by The Cinematic Orchestra