AIM by Mia - SNASK

BACKGROUND:
Once upon a time in 2017, Mia Ehrnrooth was aiming to find the perfect pair of socks that wove together quality design, high-fashion, and long-lasting comfort. She wanted a pair of socks that wouldn’t go soggy after one use. And she wanted all of this at an affordable price. So, Mia searched endlessly, turning over every rock along the way and browsing every store, only to realize that the perfect sock didn’t exist. It was time to aim forward and aim higher – so she invented the AIM by Mia sock, and enlisted Snask to team up with her to get the brand the cult following it deserves.

THE CASE:

AIM by Mia is the perfect sock for any occasion and scenario (real or imagined). To communicate this, Snask produced subversive lifestyle photography and animations that would launch the fashion brand with a quirky twist and sensory-laced props like dynamite, feathers, and flowers. We also chose the founder and CEO (Mia) as the main protagonist throughout a series of modern folktales, because the brand revolves around her persona, ambition and drive. And sure, when the time came for the sock tug-o-war photo concept, we put on our sweatbands and got to work.

Check out these amazing socks here: AIMbyMia.com

Agency: Snask

Client: AIM by Mia

Photography: Per Björklund