Reebok
NO COMPETITION
When Reebok chose Iris to introduce the world to its first shoe made for HIIT, we knew we had to do more than list a few tech points – we needed to tap in to the convictions of a culture. We found two key insights to create a compelling campaign. First: running shoes are not ideal for the lateral moves HIIT requires. Second, to succeed at HIIT, you must put forth your personal maximum effort - a methodology that encourages community over competition. We brought this concept to fruition through directing a multi-day video and photoshoot that would yield an omnichannel toolkit (with over 100 elements!) for Reebok and its Western European retail partners - all designed to authentically speak to the culture behind the HIIT community.
Working with senior creatives, I assisted in developing the campaign key visuals for sign off. I was then on set to ensure we captured all the content needed to create the toolkit and social assets. During post, I worked with our design director to develop the type treatment and lead our design team in creating the online assets and retail concepts for production.
CREDITS
Simon Candy, Executive Creative Director
Lexi Corn, Creative Director + Copywriter
Ryan Paladino, Art Director
David Penn, Design Director
Chris Buda, Agency Producer
Order Disruption, Production, 3D and Finishing