The Challenge
Create a campaign that lands the Instapump Fury product family as an innovative fashion icon built for the future, while landing its Pump button/technology as a transformative element.
The Insight
Instapump Fury, since its introduction in 1994 as eye-popping running shoe, was always more of a futuristic sculptural work of art than a performance equipment. The future-forward footwear has grown a following among first adopters, especially in the Asian market, and over the last 26 years continues to be celebrated for a unique aesthetic and forges innovation, technology and fashion.
Strategy
Incorporate the Instapump's future-focused aesthetic in storytelling centered around “Glitch,” a concept inspired by the curated and increasingly digital and virtual world (social, eSports, gaming) that's integrated with “real life” but viewed through a “distortion” mindset.
Creative
We uncovered the glitch in the system by showing the real world around the Instapump Fury OG experiencing disruptive transformations. In campaign stills and video, the Instapump Fury OG remained untouched as the world distorted around it. Visual effects drew on digital error elements (eg., missing textures & sprites, datamoshing, errant lines of code,error messages, CRT lines, static and magnetic interference, and graphic interlacing) to reinforce the glitched design of the shoe and tie it directly to gaming. Motion pieces drew from the product heritage as the Pump button cued the transformational glitch inherent in the Instapump aesthetic.
Services
Art Direction, Copywriting, Retouching, Brand Story + Narrative, Product Storytelling + Messaging, Photo + Motion Studio, Content Creation, Design & System Guidelines, Editing & Post Production, Animation & Motion Graphics, Integrated Campaign Development, Production, 3D Design & Visualization
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