The Challenge
Successfully launch the Reebok Zig Kinetica II and drive short term sales goals at .com, owned retail, and wholesale by showcasing the shoe as a style icon and creating belief in its potential to deliver energy with “transformational power."
The Insight
As the cultural climate evolves, the "game changer" consumer adapts and transforms to meet and stay ahead of the current. And the energy of Zig Kinetica II can be a catalyst. The transformational power that infuses them can ignite a spark for game changers to seek out their own creative expressions and altered states of being.
Strategy
Develop visual storytelling devices that reference the amplified energy of the Zig franchise and nod to its potential to electrify a transformation.
Creative
Leveraging distortive, "glitchy" graphic effects within imagery and moving content (that was captured in an on-location photoshoot that adhered to safety protocols during coronavirus restrictions), we presented the Zig Kinetica II as a catalyst that can spark a transformation and an altered, elevated reality.
Go To Market
Imagery and video from the campaign composed retail, digital and social toolkits – content of which appeared across channels with messaging that spoke to sparking a transformation in modern streetwear culture.
Services
Art Direction, Copywriting, Music Composition, Retouching, Brand Story + Narrative, Product Storytelling + Messaging, Photo + Motion Studio, Digital Design, Content Creation, Design & System Guidelines, Editing & Post Production, Animation & Motion Graphics, Integrated Campaign Development, Production
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