Lernert & Sander interview four foot models for new 3.1 Phillip Lim campaign

Lernert & Sander’s brilliance lies in their ability to see a brief from a point of view that manages to be both really obvious and completely novel at the same time. So when the Dutch artists and directors were commissioned by 3.1 Phillip Lim to promote their new shoe range, they went back to basics and realised that footwear, in essence, is all about feet. They then tracked down and interviewed four of the world’s leading foot models, pedicured professionals who have stood in for the likes of Brad Pitt, Sarah Jessica Parker and Madonna in the past.

The interviews are really interesting, as the four discuss everything from signature poses and shaping foot hair to the science of beautiful feet (it involves cutting out salt and sleeping with plastic bags wrapped round your ankles apparently) and the black and white films focus simply on the five-toed stars of the show, before the brand message kicks in.