The goal of this spot was to launch a new category of sneaker for Skechers, the “demi” cut /low-top style shoe. Playing off the term “demi’ for the new cut/style of the shoe and having Demi Lavato be our spokesperson was a win win. Demi’s fans were really excited about her weight loss and amazing new shape, so we crafted a fun way to get the message out about both Skechers and Demi having new Silhouettes.