Brand: Paraboot
Role: Writer, Director, Editor, Producer, Client Partner
Date: 2023

3 Part Campaign Film + Photgraphy:
The honest catalyst behind this project was built around a desire to story-tell and try my hand at entering the footwear/fashion world with no prior experience. Why Paraboot? Because they were willing to listen.

Paraboot, a century-old French footwear house, has unmatched heritage but an underdeveloped presence in the US market. Despite their reputation, they struggled to articulate a lifestyle, emotional world, and digital voice that could resonate with consumers that hoped to buy their product outside of Europe & Asia.

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Objective
Create a social-first campaign that:

Establishes Paraboot's presence visually into the U.S. as it begins entering select sellers
Connects heritage craftsmanship to contemporary lifestyle
Elevates the Michael shoe as a timeless icon
Does all of this with a modest budget and a 24-hour production window

Insight
In the US market, timeless products only become desirable when they are tied to storytelling and cultural codes. Just like beloved Americana objects (a vintage car, a well-worn jacket, a classic watch) Paraboot’s Michael shoe isn’t just footwear; it’s something that gathers character, carries memories, and becomes part of someone’s identity.And, audiences love to see their favorite brands make an appearance in their own backyard, or better yet, stay for a long while.

Concept
“Summer Story: An Ode to the Items We Love”: A three-part lifestyle film exploring the emotional connection between people and the objects that outlive trends. The narrative pairs Paraboot’s iconic Michael (unchanged since 1945) with American classics—symbolic items that grow richer with time and experience.

Execution

3 films shot across San Francisco/Northern California in 24 hours
Entirely in-house production and creative direction
Cast, locations, and production support sourced through personal network
Social-first edits optimized for platform behavior
Brand-forward, lifestyle-driven tonality (not product-led)

Impact

Paraboot’s best-performing social campaign to date
Strengthened the foundation for a modernized US-facing brand identity
Proved the value of emotional, narrative-driven marketing for heritage footwear
U.S. sellers increased by 20%

Karam Saleh

Immi Eats (Upcoming), ¹ Casatlantic, ² Paraboot, ³ JOHN BLANK, ⁴ Ghiaia Cashmere, ⁵ Souq.Capital, ⁶ Commvault, ⁷ Drake’s DiaryxPresidio Post, ⁸ Casatlantic, ⁹ Salomon CDMX

Immi Eats (Upcoming), ¹ Casatlantic , ² Paraboot, ³ JOHN BLANK, ⁴ Ghiaia Cashmere, ⁵ Souq.Capital, ⁶ Commvault, ⁷ Drake’s DiaryxPresidio Post, ⁸ Casatlantic, ⁹ Salomon CDMX