Reebok
Advertising Campaign
Reebok's new sustainability initiative breaks down five key materials, illustrating their sustainable characteristics and explaining how they’re used. We dug into the details of each characteristic; learned all about the materials; and built a visual language for consumer-facing messaging.
Project Role: Design + Style Development
Art Direction: Louie Janetty
Design Lead: Veronica Ni
Animation + 3D rendering: Stephen Madden, and Kory Demars
Design + Style Development: Rasinda Jakarti, Addy Kahn, Amy Hollshwandner
Style Concepting
Reebok’s FW20 campaign centered around the concept of heritage and innovation, referencing a classic 70’s running shoe. With no product photography available, the team needed high-quality visuals to communicate the shoe's sustainable design and texture. Reebok approached us to create a set of compelling CG renderings and animations that captured this dual focus on heritage and future-forward thinking.
My primary role was to figure out how to contextualize this shoe launch in a visual universe that did it justice. To set it apart, we wanted to explore an element of playfulness that we could bring to all the scenes we developed. This playfulness reflects the core values of Reebok and their customer.
Texture Development
To complement the playful nature of the scenes, we also wanted to elevate the sustainable materials by adding highly textural surfaces to our designs. Texture adds depth and sophistication, and imbues the campaign with an extra layer of meaning. We highlighted the shoe’s intricate design elements, material choices, and stylistic details. The visual assets were crafted to embody the “Write Your Legacy” messaging — merging the legacy of Reebok’s iconic silhouette with the brand’s modern, sustainable approach.
Final Outcomes
The resulting graphics and animations successfully conveyed the product’s story, providing Reebok’s marketing team with a versatile toolkit of visual assets to be used across digital, social, and in-store channels. The campaign resonated with Reebok’s target audience, establishing the FW20 line as both a nod to the past and a statement about the future. The visual style we created allowed for a full range of sophisticated to playful visuals--and everything in between--all while feeling on-brand and uniquely Reebok.
