Good Feet
Joy, shoelaces
Shoelaces first, then the rest of the story.
Joy’s shoelaces line is the hook because it is small and true. We open there and only then widen to the full visit.
Big brand statements after a concrete detail. Not the other way around.
I would rather hold her face on a simple sentence than race to the logo.
Start with the detail that is hers.
From the floor
On the day
Hooks that belong to the subject outlast hooks that belong to the brief.