A pair of shoes can be a choice, but it can also be a habit. Something we reach for because it feels like us.

For Otter, this became a way into something bigger than another product campaign.

By Default was the first campaign in a new direction for the brand, the starting point of Otter’s repositioning.
One that looked less at what people should wear and more at what their choices say about them.

Instead of building the campaign around trends or product features, I built it around personalities, behaviours and everyday micro choices.