Birkenstock Member Days

Birkenstock [Member Days]

[Brief]

Develop the campaign platform for Members Days 2026, celebrating Birkenstock's loyal community, driving membership awareness and sign-ups, whilst connecting to the 50th anniversary of the Boston.

[Idea]

All-Star Lineup was built around the idea that Members Days is for everyone. Inspired by the visual language of a diverse lineup, the campaign brought together a cast of eccentric, weird and wonderful personalities, each united by a shared love for the Boston, positioning membership as a moment of inclusion, identity and shared cultural connection.

[Output]

Four models transformed into eight distinct characters through styling, casting and performance, brought to life in a clean, fashion-forward studio world. Directed and photographed by Lois Cohen, with cinematography by Rob Norman, the campaign embraced humour, confidence and heightened expression while staying rooted in the brand's understated DNA. Extending across retail, digital and social — teaser and launch phases included — the project also marked 50 years of the Boston, positioning it not simply as footwear, but as an icon that continues to evolve across generations and communities.

[Birkenstock x YEET]

Freelance Art & Creative Director
Art & Creative Proposal, Concept, Shooting and Post-production.

Yeet Team: Paul Mann, Ellie Jackson, Olivia Vozzolo, Mike Wolverson, Dhaval Yoshi, Neha Sivakumar.

Photography Lois Cohen
Videographer Rob Norm
Stylist Kamran Rajput
MUAH Vanity Venom & Neil Lucas
Set Design Marco Turcich