To launch GEOX’s newest collection of Amphibiox all-weather footwear, SMFB and Stinkdigital partnered to create ‘You Control The Weather’, an interactive film where the user influences the outcome of the story by taking control of the weather elements. Set in urban surroundings, the film is a love story between two strangers who face extreme weather changes that impact the course of their day. Choosing between sun, rain or snow, the user is prompted by the story narrator to set the weather of each scene in the hope to orchestrate a serendipitous meeting between the two potential lovers. Each scene and weather setting impacts the footwear worn by the individuals as they take their journey across the city. With the integration of a hand crafted 3D camera mapping technique, the user can zoom in on frozen moments to explore the footwear in 360°. As the camera revolves around, the user can quickly navigate through different conditions to see how each shoe’s unique performance is optimised regardless of the weather. All footwear featured in the film can be purchased at any point in the story with a click through to the online store. The responsive site allows users to experience the interactive film across different platforms and is specifically optimised for touch screen devices. The film was directed by Jonathan Entwistle. This launch follows ‘The Rainiest Place on Earth’, an interactive documentary following four volunteers who test the GEOX Amphibiox footwear in Cherrapunjee, a village in northern India with the highest annual rainfall on the planet. Awarded a Gold Cyber Cannes Lion in 2013. About StinkdigitalStinkdigital is an interactive production company, working with clients and advertising agencies worldwide. Our services include creative concepting, design and high-end execution. We create everything from live-action films and websites, through to mobile apps and installations. About SMFBSMFB is a creatively driven, full service advertising agency. We’re an independent, efficient and hard working organization with a diverse set of skills. At SMFB we pride ourselves in creating consumer & business relevant integrated communication, to inspire and change behaviour. About DirectorJonathan Entwistle is recognised as being one of the finest up-and-coming British filmmakers working today. His first short film ‘Human Beings’ was premiered exclusively online to 45,000 people and shortlisted for a 2012 Vimeo award. He is currently working with Film4 on a feature length adaptation of Charles Forsman’s The End of the Fucking World.
DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.
Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.
An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”
Creative Credits: Ad Agency: DDB New York Campaign: “Layers Off” Client: Reebok Product: SkyScape Celebrity Spokesperson: Miranda Kerr
Chief Creative Officer: Matt Eastwood Creative Director, Art: Mariana Costa Creative Director, Copy: Julie Beasley Head of Production: Ed Zazzera Senior Producer: Heidi Baltzer Senior Business Manager: Lynda Blaney-Smith Global Business Director: Chris Tussing Management Supervisor: Damaris Marszalek Account Supervisor: Amanda Foderaro
Production Company: Radical Media Director: Dave Meyers Executive Producer: Jim Bouvet, Maya Brewster Head of Production: Frank Dituri Producer: Carla Tate
Editorial: Rock Paper Scissors Editor: Mikkel Neilsen Executive Producer: Eve Kornblum
High boots Jumbo UGG Tall Boots of 35cm. Stars of Hollywood, as well as the overwhelming majority of the population of Australia already have made the choice in favor of footwear UGG. It not only stylishly, but is convenient. Buy the Australian footwear and feel a real Australian cosines, comfort and heat!
Jumbo UGG Tall Boots 35cm (UGG)
* Classical high boots (UGG), style of traditional Australian footwear. The cafe, cinema and walks on the nature are irreplaceable for campaigns on shops. * Style: 35,5cm are long. * The Material: These UGG boots are made of a high-quality Australian sheepskin. The top of boots is processed by a band that gives them the "finished" kind. Thanks to special heat-resistant qualities of the Australian sheepskin to your feet it will be warm in the winter and not hot in the summer. * The Sole: Easy strong synthetic EVA a sole. A leather support. * Colors: pink, violet, chocolate, beige, brown, black. * Ugg boots — wholesale and retail.
Under Armour launched their newest ad campaign and latest collection of UA Basketball footwear and apparel in New York city, the commercial is the first for ad agency Crispin, Porter & Bogarty. The commercial entitled "Are You From Here" features Brandon Jennings, Kemba Walker, Derrick Williams and the Under Armour Basketball tribe to experience the grit, determination and hustle required to be from HERE. A place where basketball still means something.
"Walking After Midnight," a dynamic brand film in a series of four vignettes directed by James Franco, stars Stuart Weitzman shoes as worn by Petra Nemcova.
This first installment featuring the BACKFLIP takes place at The Hole, a gallery located in the heart of downtown NYC's Bowery district. The next three episodes will be released on consecutive "Weitzman Wednesdays" throughout October. Stay tuned!
The music is Patsy Cline's Walking After Midnight cover by Girl in a Coma.
Translation has unveiled the second chapter of its ongoing brand campaign for Champs Sports with “Game Loves an Audience,” a dynamic new marketing program for the back-to-school season. Seizing on the pins-and-needles feeling of anticipation that comes along with every new school year, “Game Loves an Audience” is all about looking good, and wanting everyone to see it. The campaign reinforces Champs’ well-established “We Know Game” tagline with three :30 spots, daily content for Champs Sports’ social media channels, digital banners, and a custom digital hub.
“The first day back to school is more than just a day,” notes Translation CCO John Norman, “it’s the red carpet moment of the school year. It’s a reunion, a chance to try something new, and a special moment to stand out. It’s the perfect time for a brand like Champs Sports to help you show off your game with new kicks, stylish tees, and a fresh look.”
“Game Loves an Audience” is the follow-up to “Game Never Sleeps,” Translation’s summer campaign for the athletic footwear and apparel retailer. Each element of the new campaign – from the music, to the fashion, to the storylines of the individual films – is rooted in a commitment to cultural relevancy, continuing Translation’s overarching strategy of appealing to both the on- and off-field passions of the modern day student athlete. The new digital hub, allows users to rank the most #FirstDayWorthy gear in Champs’ colossal inventory of new styles with a contemporary “swipe-to-like” design.
“Translation, through its new brand work, has done an exemplary job of expanding on the idea of ‘We Know Game’,” explains Champs Sports Director of Marketing Scott Burton. “We’re showing that ‘Game’ is as much about athletic skill as it is about swagger and confidence in all other arenas. Moreover, the work is done through the lens of a high school athlete, making the impact and its meaning to our consumers relevant during this time of year when students are going back-to-school.”
Creative Credits: Brand/Client: Champs Sports Campaign Title: Champs Sports Back to School Campaign Spot Title: “Joy Ride,” “First Period,” “Practice” Launch Date: August 2014
Agency: Translation Chief Executive Officer: Steve Stoute Chief Creative Officer: John Norman President: Nils Peyron Executive Creative Director: Jay Berry Executive Creative Director: Marc d’Avignon Creative Director: Mat Jerrett Associate Creative Director, Copywriter: Matt Herman Associate Creative Director, Art Director: Matthew McFerrin Art Director: Adam Chang Copywriter: Greg Dyer Art Director: Allison Bulow Copywriter: Jameson Rossi Director of Content Production: Miriam Franklin Producer: Carole McCarty Assistant Producer: Monica Johnson Head of Brand Strategy: Tim Flood Strategist: Shon Mogharabi Music Supervision: Nick Pacelli VP Account Director: Daniel Mize Account Supervisor: Patrice Caracci Account Executive: Steven Molinari Asst. Account Executive: Jackson Brodie
Production Company: @radical.media, Los Angeles Director: Michael Lawrence Director of Photography: Alex Disenhof Executive Producer: Donna Portaro Line Producer: Scott Cunningham
Editorial Company: Cut + Run NYC Editor: Dayn Williams Assistant Editor: Katie Pehowski Post Executive Producer: Rana Martin Post Producer (“Joy Ride,” “First Period”): Olivia Chiu Post Producer (“Practice”): Ellen Lavery
Telecine Company: CO3 NYC Colorist: Damien Vandercruyssen Producer: Katie Andrews Assistant Colorist: Matt Paul
On line: Cut + Run Flame Artist: Joseph Grosso Assistant: Matt Dolven Producer: Julia Williams
Puma introduces us to it's newest technology in running shoes with the commercial above for PUMA Mobium shoe, the running shoe that was inspired by cats, yes cats, see video below.
A cat's paws contract to provide propulsion and expand to provide cushioning. PUMA Mobium Elite's Expansion Pods, inspired by a cat's paw, adapt to your foot with every step. Welcome to Adaptive Running.
Press: PUMA Launches The Nature of Performance in 2013. PUMA Celebrates A Year Of Innovation With Groundbreaking Performance Product Introductions & New Campaign Launch 2013 signals a pioneering year for PUMA, as the global sportlifestyle brand re-energizes its performance positioning through the introduction of a new cross-category performance platform — The Nature of Performance. The Nature of Performance underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the Football, Running, Training and Fitness categories.
PUMA's Nature of Performance platform is a red thread that unifies all of PUMA's performance categories with a consistent voice, look and feel. Grounded in nature and the athlete's innate desire to perform at their best level, The Nature of Performance takes us on a journey that is at once personal and universal. Through it, we come to understand certain campaign insights:
The Nature of PUMA Football: Whether it's in your nature to be power hungry, a glutton for speed or a control freak, PUMA builds inspired products to amplify you and your team's instincts.
The Nature of PUMA Running: It's in our nature to disrupt the monotony of running. It's making a routine run feel fresh again, and it's in our nature to get you out the door.
Similar insights have been developed for PUMA Golf, PUMA Training, PUMA Fitness and PUMA Ecosphere and will feature in the creative executions for each. Created in collaboration with advertising partner Droga5, the Nature of Performance campaign for ATL and BTL features the product as hero in each treatment, with a minimalist deconstructed "set" using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the 'epic moment' of athletics. Stylistically new for PUMA, the Nature of Performance creative is designed to evoke a visceral reaction and tap into our nature as performance athletes.
PUMA also partnered with video production house Juliet Zulu to develop a series of technical films and TVCs for The Nature of Performance that will roll out online, by category, beginning in February 2013.
"With The Nature of Performance, we've found our own unique voice within the performance space," said Filip Trulsson, Director of International Marketing at PUMA SE. "The platform works across all of our sport categories and offers a compelling and effective way to convey pinnacle performance PUMA products and the user experiences at its most natural state."
The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including ground-breaking footwear and apparel styles for Running and Training.
PUMA Mobium Elite is a first generation PUMA Adaptive Running™ shoe that's built on a system of interdependent technologies that are proprietary to PUMA. The patent-pending technologies of the Mobium Bands, the Windlass Chassis and the Expansion Pods work together allowing the shoe to expand and contract as the foot naturally does through the gait cycle. PUMA has identified this new category of running — Adaptive Running — after two years of intense biomechanical research, development and testing. PUMA Mobium Elite encourages a more natural movement and efficient stride.
In addition to innovative new product introductions, PUMA is also introducing for 2013 a unique naming and labeling concept designed to make it easy for consumers to identify which products best fit their performance needs. The PUMA CELL system consists of 14 CELL names, each of which corresponds to a specific key performance benefit — dryCELL for moisture management, visiCELL for increased visibility and powerCELL for compression, to name a few. PUMA CELL is a proprietary system the brand has developed to ensure product benefits are clearly communicated and identifiable to the consumer.
I love everything about this campaign, especially Puma Designer Raymond Horacek (video below) who quotes the great architect Antoni Gaudi, "...man does not create, he discovers" in his design process. Raymond and the PUMA Innovation Team studied the way big cats move and how the human foot changes in length, height and proportion during the running step that gave birth to Adaptive Running.
Credits: Creative Advertising Agency: Droga5 Video Production House: Juliet Zulu
Toronto's Bata Shoe Museum, one of the world's largest and most comprehensive collection of shoes and footwear-related artifacts recently had the "Out of the Box; The Rise of Sneaker Culture" exhibition created and designed by famed international designer Karim Rashid that documents the sneaker history from the 1800's to today.
Eventscape was brought in to engineer, fabricate, and install the complete exhibition; literally from the floor finish up to the ceiling. To showcase the prized sneakers, the sleek design incorporates 32 translucent pedestals, a 40 foot long display case, an acrylic entrance screen, five integrated inset wall displays, and seamless printed graphics throughout. The primary challenge was to engineer a system that would meet all the rigorous museum grade structural requirements of security, accessibility and durability while adhering to the narrow budget of a one-year long exhibit. Eventscape was able to achieve this without sacrificing the clean, flowing aesthetic of the design. Below, check out a cool time lapse of the 3rd floor gallery being transformed from an empty space to the exhibition itself.
Legendary quarterback Joe Montana and Ronnie Lott star in an epic new commercial for Skechers Relaxed Fit Footwear. watch as Joe always keeps his cool thanks to his SKECHERS and a thundering tackle by Lott.
Footwear brand UGG Australia recently launched “This is UGG,” their first global campaign via M&C Saatchi LA. The international multi-media campaign stars longtime brand ambassador Tom Brady in a trio of heartfelt and personal spots skillfully sewn together by Whitehouse Post’s Rick Lawley with finishing by Carbon VFX.
Directed by HSI’s Brendan Malloy, the first spot in the series entitled “Time Out” follows Brady as he muses on the importance of life’s simpler moments while taking time out from his busy schedule to golf with his father. Lawley’s thoughtful cuts paired with the classic black-and-white footage invoke a feeling of nostalgia for small moments that cannot be recreated. Additional spots with more members of Brady’s family are slated to debut later this year.
“This is UGG” is Lawley’s second project with UGG and M&C Saatchi, following last fall’s clever “For Gamechangers” spot in which Brady travels through time inside the confines of a bus.
Creative Credits: Client: UGG Australia Title: “Time Out”
Agency: M&C Saatchi Los Angeles Executive Creative Director: James Bray Creative Directors: Ron Tapia Creative Team: Stephen Reidmiller, Jamie Dos Santos EVP Director of Operations: Rachel Nairn Account Director: Christy Shannon-Hayes Account Supervisor: Makeia Carrier Producer: Jen Weinberg
Production Company: HSI Director: Brendan Malloy
Editorial Company: Whitehouse Post Editor: Rick Lawley Assistant Editor: James Dierx Executive Producer: Joni Williamson Producer: Joanna Manning
Finishing: Carbon VFX Creative Director: Chris Noellert Executive Producer: Marlo Baird Kinsey Associate Producer: Nick Vassil Courtesy: Trust Collective
The latest work from Nike Sportswear and long-time collaborator Royale, a digital design company with offices in Los Angeles and Seattle:
Royale’s incredibly detailed CG animation takes us on a fantastic voyage of the design and execution process of a hoodie, from threads being woven on a high-tech, circular-knit loom to its perfect fit on a person’s body. Nike Tech Fleece is a unique thermal fabrication that merges a smooth jersey with a synthetic spacer to create “Warmth Without Weight.”
“Nike wanted a piece that shows how an equal amount of technology goes into building its street wear as does its footwear,” said Brien Holman, ECD/Partner at Royale. “The actual process of creating such a lightweight fleece is what we wanted to focus on. We built a CG loom that would realistically spool hundreds of thousands of threads into one piece of fabric. The Tech Fleece Hoodie is constructed within this loom, giving extra attention to the elements that make it unique.”
The spot is running online at sites such as YouTube and throughout Nike’s media channels, which include its retail store screens, outdoor media and Nike.com.
Royale’s effort supports the launch of the Nike Tech Pack: Tech Fleece debut Fall/Holiday 2013 Collection, which is now available at Nike Sportswear retailers and Nike.com. Tech Fleece evolves the fit, feel and function of Nike’s most iconic sportswear silhouettes—such as hoodies, crewnecks and zip-up sweaters—to the fabric.
Production Credits: Production: Royale Director / Partner: Brien Holman Executive Creative Director / Partner: Jayson Whitmore Managing Director / Partner: Jennifer Lucero Executive Producer: Chris Volckmann Art Director: Jonathan Kim Designers: Jonathan Kim, Jen Olive Lee, Juliet Park, David Viau, and Patrick Clarke Previs Artist: Blake Beynon CG Supervisor / VFX Lead: Andy Moorer Technical Director: Steve Caron 3D Modeling: Juan Carlos Cuadra, Erick Schiele, Adam Rosenzweig 3D Environment: Brian Broussard, Craig Christian 3D Animators: James Lane, Aldrich Torres, Matt Guzzardo, Billy Maloney Visual Effects / Ice Artists: Ciaran Moloney, Leonard Koch, William Morrison Compositing Lead: Geronimo Moralez Compositors: Renzo Reyes, Dan Blank, Geronimo Moralez, John Cornejo, and Pency Kinnard Head of Production: Danielle Hazan Producers: Jamey Kitchens, Sean Sullivan
