The General Store Builds Outfits 'From The Ground Up' With Aquila

Iconic Australian footwear brand Aquila has launched a brand platform with an integrated campaign via creative agency The General Store, reminding Australians that the best outfits start with a great pair of shoes.

The hero film follows a man preparing for a night out when his shoes suddenly take centre stage -- his outfit emerging piece by piece. The campaign is a bold visual metaphor for the idea that style is built from the ground up -- with shoes being the foundation of every great outfit. Directed by Cameron March and produced by Chronicle Studios, all the effects were kept in-camera, with stills by acclaimed fashion photographer Isaac Brown.

Sharon Edmondston, executive creative director at The General Store, said, “‘From The Ground Up' is a confident creative response that takes ownership over the way an outfit comes together. We wanted to create a visually arresting narrative that places Aquila exactly where it belongs: as the foundation of modern Australian style.”

Aquila, still proudly family-owned after more than 60 years, has long been synonymous with craftsmanship and confidence. This new campaign reinforces its reputation not only as a heritage brand, but as one that continues to lead and evolve in Australian menswear.

Sophie Lander, managing director at The General Store, said, “Aquila has always been about elevating men’s style through quality, detail and timeless design. This campaign positions Aquila not just as a shoemaker, but as the starting point of every confident look – a brand that helps men put their best foot forward, literally and metaphorically.”

The integrated campaign will roll out across broadcast, digital, cinema, social and in-store, supported by a robust content suite designed to drive both brand awareness and product consideration.

Kiara Pecenko, head of marketing at Aquil, said, “This campaign is an exciting evolution for the brand. We’ve always believed that great style starts from the shoes up – and now, we’ve brought that belief to life in a way that’s bold, playful and unmistakably Aquila.”