Reebok
MEET YOU THERE
Reebok asked to develop a campaign and create all the assets for their new apparel collection, MYT. The collection was targeted at a younger audience and created for audiences that don't conform to norms, a departure from athletic-focused messaging.
Specific assets were created for England, France and Germany with a common look and feel but localized enough that creative felt unique to those markets.
I was lucky enough to be on set for the Paris and Berlin capture working with our photographer Sophie Jones. We worked together in selecting locations for the shoot in the days prior and ensured we captured all of the clients' needs on the shoot days. After returning home, the client requested the key visual be revised and I led ideation for an analog inspired direction of the campaign. After the new key visuals were approved, I led a team of designers in developing the type treatment of the campaign and the output of over 300 assets for both digital and print spaces. In the end, we gave the client multiple guideline documents for other markets to develop the campaign for their own audiences. The campaign was a success with thousands of users posting content with the hashtag #MYT.
CAMPAIGN MANIFESTO
Someday has arrived. Now’s the time we get out of our own way. The time to make moves without hesitation, without asking permission.
Whether it’s a shortcut or the scenic route, staying the course against all odds is what earns our respect.
Because our paths may cross, they may parallel, or merge, but when we arrive, we’ll make them standup and take note.
Meet You There.
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SOCIAL CONTENT
OLA
CREDITS
Simon Candy, Creative Director
Lexi Corn, Creative Director
Ryan Paladino, Art Director
Becca Zavorski, Copywriter
Sophie Jones, Photographer
Lu Howlett, Producer
Teresa Hasala, Designer
Patrick Worley, Designer