A New York state of foot

Set to Deee-Lite’s classic hit Groove Is In The Heart, the campaign created in house at Steve Madden captures the essence of New York with a variety of characters bustin' some serious moves on the city’s streets. 

Directed by Golden Project’s Steven Brahms, the film is titled Never Miss a Beat and boasts cracking choreography as it whizzes around the city taking in a range of urban treasures including skateboarders, Tai Chi ladies, subway performers, hotdog vendors and even the occasional rat. 

Featuring guest appearances by The Green Lady, Richie Rich, Mickey Boardman, Lady Bunny, Lynn Yaeger, George Papoutsis, Seth Phillips and even Steve Madden himself, the campaign celebrates NYC’s zany variety and toe-tapping energy. 

Brahms commented: “The collaboration with Steve Madden was a dream—every time we proposed a bold idea, they embraced it wholeheartedly. Together, we tried to capture the raw, unpolished side of New York that’s often overlooked in the commercial space and it was great to have that level of freedom and trust in our vision. The creative process behind the campaign embraced a traditional cinematic approach with an emphasis on in-camera work, avoiding elaborate camera moves or special effects. The approach and style was used to capture the authenticity of each scene while highlighting the diverse talents of the NYC-based street-cast."