SHELLY SHEN Footwear | Primal Instinct Campaign

Service

Creative Production

SHELLY SHEN PARTNERED WITH THE CONCIERGE AGENCY TO DEVELOP A CAMPAIGN PLATFORM ROOTED IN A SINGLE TRUTH: CONFIDENCE IS INSTINCTIVE, AND STYLE IS HOW SHE EXPRESSES IT.

Shelly Shen engaged The Concierge Agency, a Sydney creative production agency specialising in fashion and editorial campaigns to develop a campaign platform rooted in a single truth: confidence is instinctive, and style is how she expresses it.

From that insight, Primal Instinct became the creative anchor for the A/W 26 campaign. A study of movement, material, and mood designed to mirror the duality of the Shelly Shen woman. Composed yet untamed. Refined yet instinctual. The art direction translated the textural language of the collection — hair-on-hide, croc emboss, suede, and gloss leather — into an editorial world that felt powerful, raw, and elevated.

End-to-end creative production for the campaign was delivered through a full-day studio shoot, producing a layered suite of motion and stills across multiple custom-built sets. Each environment was designed to balance contemporary minimalism with the raw beauty of the natural world — architectural timber, sculptural surfaces, and organic landscape backdrops creating tension between control and instinct. Assets were built specifically for digital, social, retail, and editorial touchpoints, ensuring consistency across every channel.

The final body of work established a directional, design-led creative platform for Shelly Shen to enter the market — confident, sensual, and grounded in craft. Engineered to support both short-term campaign rollout and long-term brand storytelling, the content positions Shelly Shen as a distinct editorial voice in contemporary footwear and demonstrates what a fashion campaign production agency does when creative strategy and execution are held in the same hands.

Woman seated on a chrome chair in a black faux-fur coat, sheer tights, and zebra-print heels on a brown studio backdrop with a cowhide rug.

Results

1

Day Shoot

15 +

Campaign Hero Videos

30 +

Campaign Stills

Model wearing an oversized black leather jacket, black shorts, sheer tights, and white high heels in a fashion photoshoot.

Person in a black coat seated on a metal chair with a zebra-print knee-high booted leg raised against a green wall and wooden backdrop.

Approach

The Concierge Agency partnered with Shelly Shen to develop Primal Instinct — the A/W 26 campaign platform built on a single creative truth: confidence is instinctive, and style is how she expresses it.

We led the project end-to-end. Creative direction, artist management, styling, photography production, and final asset delivery handled in full by our Sydney creative production agency team, working as we always do: from the idea out, not the brief in.

The Creative Direction

The visual language drew on raw texture, animal instinct, and confidence as a physical state. Chrome, cowhide, faux fur, and sheer materials chosen not for trend, but for feeling. The palette moved between warm neutrals and deep contrast, holding the duality that defines the Shelly Shen woman: restraint and boldness in the same frame.

Shot in a controlled studio environment, the campaign made space for movement, stillness, and presence, three things that can’t be manufactured, only captured.

The Production

Full production coordination across creative, logistics, talent, and post — delivered from our Sydney base. The same editorial rigour we bring to national brand campaigns applied here in full, for an emerging designer’s debut season.

The Outcome

Primal Instinct delivered a cohesive campaign suite across digital, social, and editorial channels — giving Shelly Shen a visual identity that felt true, consistent, and built to scale.

The Concierge Agency is a Sydney creative production and communications agency specialising in fashion, lifestyle, and luxury. View more work → or get in touch.

“Working with the team on the Shelly Shen campaign was a really smooth and collaborative experience. They understood the vision from the beginning and helped bring together creative that felt elevated and aligned to the brand. We really appreciated the organisation, communication and overall execution throughout the process, and were very happy with the final outcome.” Sarah Murphy, Head of Brand and Marketing.

Woman in a sleeveless white top and black gathered-midi skirt standing against a wooden wall, wearing black heeled sandals.

Woman sits against a wood-toned wall with knees bent and hands resting on her legs, wearing sheer black tights, a tan knit top, and black open-toe mules.

Model crouching in a black oversized leather coat, sheer black tights, and white high heels against a light textured background.

Brown suede knee-high boots with a buckle strap, worn by a person, standing on a neutral floor.

Woman in a dark fur coat seated on a light floor, legs crossed, wearing strappy high-heeled pumps.

Model seated on the floor against a wood backdrop, wearing an oversized tan suede jacket, black shorts, and black heeled boots and looking to the side.

Person crouched in a dark fur coat, tying a black stiletto heel under a soft light.

Featured artists

Jesse-Leigh Elford Photographer
Harry Hayes Photographer, Videographer

Behind the scenes

Full-body portrait of a man in black shirt and pants standing with arms crossed against a wooden backdrop.

Art Direction + Production: Danielle Williams + Renee Tappenden
Production Assistant: Kira Holland
Director + DOP: Jesse-Leigh Elford

Motion: Harry Hayes
Lighting Assist: Ryan Stamatiades
Digi Op: Mitch Major
Hair & Makeup Artist: Franka Deluca
Stylist: Oriana Deluca
Stylist Assist: Abbey Stockwell
Talent: Eden Kannourakis

Campaign Video

Campaign Video

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