Gigi Hadid, Cardi B and Future all defiantly followed their own routes to become the standouts they are today. Reebok asked us to leverage their personalities in a seasonal campaign to celebrate the relaunch of Reebok Aztrek – an off-road running shoe embarking on a different path from its ’90s origin. Our concept showed how these game changers could step out of their comfort zones by participating in challenges unique to each person.
The content captured from three separate photo and video shoots was featured with headlines that spoke to their willingness to defy expected norms. The imagery appeared in digital, social, outdoor and print expressions of the global campaign.
Told through quirky, humorous and stylized tones, the challenges were captured in a video series of individual episodes that evoked our talents’ unique personalities. The videos were placed across fashion, music, lifestyle and culture media to positive and enthusiastic response.
Art Direction, Brand Strategy, Campaign Development, Content Strategy, Copywriting, Creative Direction, Music Composition, Photography, Product Naming, Retouching, Social Content, Videography