Stepping Out In Style

Lead DesignerRuth Chao
Project LinkView
Prize(s)3rd Place in Print / Collateral Material
Entry Description

MR PORTER launches the ‘World’s Best Shoes’ campaign with one of the largest events ever held globally, celebrating the unveil of ‘shoes’ as its own unique category, with a launch of more than thirty footwear brands and exclusive capsule collections. The creative brief is to design a unique paper invitation experience, focusing on a creative reveal of shoes, targeting elites within fashion, creative, PR, press and publication in Asia and UK.

With the design concept that the best shoes give us the walk of ease and confidence, we designed an animated experience on paper, with a series of men walking out in style. Adapting the technique first pioneered by Rufus Butler Seder, we created multi-frame animations on paper using the technique of superimposition and selective interference. The result is a stunning reveal of men’s shoes, animated on paper, with an easy mechanism for the invitee to engage with and remember by.


With a clear direction towards the modern and innovative, Ruth Chao launched her career in the world of design at British Vogue and honed her skills at Lane Crawford and I.T Apparels - where she designed for multiple brands and institutions, from Maison Martin Margiela to Isbabel Marant, ACNE, Victoria Beckham, The Met Gala, and Stella McCartney - as well as working with the Oscar-nominated art director, William Chang Suk Ping. This exposure to different realms of design has inspired an all-rounded dimension to her work.

In 2014, Chao and her partner Antonia Li, co-founded INDICUBE, a dynamic creative agency based in Hong Kong. As the Creative Director, Chao leads the team to provide a range of other creative services, including brand identity, graphic design, website/app design and development. In the short 1.5 years since its founding, they have worked with over twenty clients spanning twelve industries in nine countries, including Estée Lauder, Mr Porter, New World Development, Hong Kong Jockey Club, Cle De Peau, Hypebeast and more. Drawing from her psychology degree at the University of Bristol, Chao has a deep understanding of the consumer psyche and uses it to translate clients’ desires into successful visual communication.