Rothy’s has made its grand entrance into a brand awareness push.
The sustainable DTC fashion brand launched “That’s More Like It,” an energetic spot featuring dancers fusing contemporary, ballet, jazz and hip-hop dance styles. It was released following the Billboard Music Awards on May 15.
The campaign began running across broadcast, digital, paid social, OTT and in-store on May 16, to be followed by OOH placements and print advertising later in the year.
This is the first time the brand has worked with agency partner Yard NYC, which tapped photographer and director Jacob Sutton to direct the spot, and Amy Gardner—who counts Prince, Madonna and Justin Bieber among her previous clients and collaborators—to choreograph.
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