Pegada Shoes, a leading footwear industry in Latin America, faced a pressing challenge in modernizing their communication strategy, which had long been characterized by outdated, sexist, and conservative messaging. For years, they had relied on associations with Brazilian subcelebrities. To rejuvenate their brand for the 21st century, we embarked on a two-year campaign that immersed Pegada in the diverse landscapes of the Americas, from the rugged Patagonia to the arid Atacama Desert, the tropical haven of Fernando de Noronha, and the vibrant cities of San Francisco and New York. This campaign emphasized the idea that modern men need to be prepared for any challenge that comes their way, heralding a fresh and forward-looking chapter for Pegada Shoes.