Red Velvet’s Joy Is the Face of Tod’s ‘In Our Shoes–Seoul’ Campaign, with Dance At Its Core

SEOUL, South Korea — Released recently, Tod’s reveals “In Our Shoes – Seoul,” the second chapter of the In Our Shoes project first launched in New York City last fall. This new video filmed in Seoul features the Tabs Sneakers for men and women and is starring Joy, South Korean K-pop singer, actress and member of the popular girl band, Red Velvet. The main star is joined by YoungDeuk Kwon and HyunIk Lee, professional male dancers giving the scene powerful energy. 

Tod’s Sneakers Project Seoul, Image courtesy of SSI Group Inc.

The outdoor video offers scenes of this unique city and its skyline, and combined with Joy and the two dancers, aptly conveys a fresh modern feel. Dance becomes the strongest voice and the performers give a strongly positive vibe via this visual language. Opening with Joy’s solo dance, in which she expresses true feelings and self-realization, the film illustrates the power of movement. Together the protagonists share a desire for challenge; the sublime modernity in movement reaches out to all of us in its pure contemporary culture vibe. 

At their feet, Tod’s Tabs Sneakers stand out with its sophisticated, cutting edge design. These classic lace-up, sport style sneakers designed by Walter Chiapponi- Creative Director- are characterized by the iconic Gommino pebbles on the heel counter. 

Tod’s Sneakers Project Seoul, Images courtesy of SSI Group Inc.

The video was filmed in an ex-oil reserve used in the 1970’s during a period of intense industrialization in Seoul, now transformed into a cultural park. A location with such significant historical meaning and an amazing view of Seoul’s skyline helps bring to life the dynamic and lively mood of the city. The background music, which unfolds with minimal beats and urban sounds highlights the sensuality of movement and the beautiful underlying harmony.

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Watch the film below: