Nice Shoes recently shot and animated a film for The Partnership at Drugfree.org to help convey the organization's message of the benefits of athletic mentorship and positivity. Through interviews with kids, teenagers, adults and professional NBA coaches Avery Johnson and Lionel Hollins, the importance of healthy competition among kids, teens and young adults was brought to life through first-person stories.
Nice Shoes handled the production, edit and post duties and filmed the kids at the Nice Shoes insert stage. The company then tapped into its post-production expertise to place those featured into a pencil-drawn, cell-animated world.
"Our goal in designing the graphic treatment was to create a visually interesting presentation — something that conveyed both the energy and the common but extraordinary experience of playing sports," noted Nice Shoes Director/CD Brian Bowman.
The video was featured as a visual centerpiece of The Partnership at Drugfree.org's inaugural "All-Star Tasting" event, a unique gathering of all-star athletes and celebrity chefs that took place at Astor Center in New York City on June 27, 2012.
"When you're working with an organization that is advancing such a great cause, there is an extra bit of gratification," stated Bowman. "The fact that we could handle every part of the process from concept to completion is a tremendous source of pride for everyone here at Nice Shoes."
Credits: Client: The Partnership at Drugfree.org Production/Post Production: Nice Shoes Director: Brian Levi Bowman Art Director: Lucien Yang Producer: Kristen Martini Designer: Kit Lam Animator: Andy Mai Animator: Seehun Jeon Editor: Brian Bowman Sound Design and Mix: Sound Lounge
Attribution: Written content created by TRUST: http://www.trustcollective.com Under Creative Commons License: Attribution Share Alike
Rainy, snowy weather is here, and you'd better be ready if you're stepping out to face the elements. Nice Shoes comes prepared for the conditions in a new spot for Under Armour shot and edited by Producers Rip Lambert and Dave Hudson, respectively. The studio, led by Creative Director Aron Baxter and Colorist Lenny Mastrandrea, deftly captures the vagaries of menacing nature during the freezing season in promoting Under Armour's line of cold-weather gear available at Dick's Sporting Goods. The spot opens with a school bus pulling up to a snowy stadium and a determined high-school football team solemnly filing out, uniforms in hand. A hard-barking narrator punctuates the visuals with motivational outbursts: "Tonight, we take respect!" The pulsating montage that follows weaves through the amped-up rituals of the pregame locker room and the swaggering, almost ferocious swaying of several teams collectively flexing on-field, ready to explode, oblivious to the rain and snow dumping over them.
Under Armour and Lambert challenged Nice Shoes to take scenes shot on an 80-degree day and transform them into menacing snapshots of winter fury. "Everyone did a great job setting us up, blowing fake snow over the live-action scene and creating small drifts for effect," stated Baxter. "Then we took over in compositing and CG, creating a full-blast winter landscape in the background and foreground, adding or blocking snow as necessary, all against an edgy color palette true to Under Armour's brand. We added to the tension of athletes in the midst of intense preparation by creating the breath streaming from them with a mixture of live action elements and created particle systems."
The hero shot is a dramatic composited close-up of beading water shot at 120 frames and a CG liquid water drop (at 500 frames a second), portraying the droplet landing and then trickling down, completely repelled by Under Armour's Charged Cotton material. "We mocked this shot up two or three times, then referenced live shots and similar shots from our liquid CG simulation arsenal to create the final," added Baxter.
Producers and Nice Shoes have collaborated on the Under Armour account for years. "I was thrilled to team up with them once again," noted Mastrandrea. "We didn't have a ton of time to work on this — just a few days — and both Producers and Under Armour wanted the spot to really shine. That's where our years working together and our familiarity with the brand ethos came together to turn out an awesome spot."
Credits: Client: Under Armour Spot Title: PREPARE Production Company: Producers Director: Rip Lambert Producers: Ross Jones, Karen Phillips Editor: David Hudson Sound Design: Tim St. Clair Mix: Robert Bragg Motion Graphics: Chris Abolt Visual Effects: Nice Shoes Creative Director: Aron Baxter CG Artists: Jim Collins, Boaz Livny VFX Artists: Jason Farber, Vin Roma Producer: Jen Cadic Color Grading: Nice Shoes Colorist: Lenny Mastrandrea
Attribution: Written content created by TRUST: http://www.trustcollective.com Under Creative Commons License: Attribution Share Alike
BBDO put together an all-star team to produce “We Wish” and “Deep Breath,” the broadcast spots that launched the rebrand of CVS Caremark as CVS Health. Led by BBDO producer Regina lannuzzi, the team included RSA director Jake Scott, Crew Cuts editors Sherri Margulies and Danielle Sclafani, and Nice Shoes colorist Chris Ryan.
Nice Shoes’ Ryan collaborated with the BBDO team and the editors from Crew Cuts to bring out the natural beauty of the footage, which features real people in real environments rather than actors on constructed sets. The spots highlight the brand’s desire to aid customers in living healthier lives, both by removing cigarettes from store shelves and by providing smokers with comprehensive plans to quit smoking.
“The BBDO team and their clients really liked how Jake and his DP shot everything,” said Ryan, who was impressed by the footage and the agency’s approach for the color grading session. “I worked with them to create a look that let the cinematography shine through. Rather than trying to fix anything, we were all struggling to make a choice between three or four directions that all looked beautiful. It’s a great problem to have.”
The spots made their debut on a giant screen in Bryant Park in New York City as part of a massive installation executed by BBDO that also included a 50-foot cigarette that was gradually extinguished.
“This campaign is on par with some of the best advertising being produced right now,” said Ryan. “It was crafted by an expert team, which really let me focus on letting the stunning imagery that was shot come out naturally.”
Agency: BBDO Creative Group Head: Tom Darbyshire Producer: Regina Iannuzzi Art Director: Bill Schwabb BBDO Music Producer: Rani Vaz Account Person(s): Morgan Seamark, Francine Li, Justin Perrelli, Cullen Schielle, Justin Clark Production Company: RSA Director: Jake Scott DP: Trent
DC Shoes and Ken Block present the new Gymkhana FIVE viral video spot, entitled "Ultimate Urban Playground". Shot on the actual streets of San Francisco, California, GYM5 features a focus on fast, raw and precise driving action. Filmed over four days, director Ben Conrad and his team are back to work on their second Gymkhana production and delivered the entire city of San Francisco as Ken Block's personal gymkhana playground. DC Shoes also provided fellow DC athlete and longtime Ken Block friend, Travis Pastrana, to make a cameo appearance on his dirtbike, and S.F. resident Jake Phelps of Thrasher Magazine fame also makes a cameo as Block hoons S.F. in his most incredible Gymkhana yet.
The spot also features the music of Styx and the song "Come Sail Away". Credits: Director: Ben Conrad
"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.
A Disney Toy Soldier puts himself through a vigorous training in a great new ad for Disneyland's Very Merry Christmas Party in the hopes of being including in the parade. The spot features some nice cameo appearances, see if you can spot them all, I'll give you one, the "trainer" is Brian Stamper who played for the New Orleans Saints. Watch as Dreams Come True for your favorite Disney Toy Soldier! Performing during Mickey's Very Merry Christmas Party on select nights from Nov. 9th — Dec. 21 at the Magic Kingdom. Credits: Advertising Agency: Yellow Shoes Brand: Disneyland Advertising Agency: Yellow Shoes Creative Group, Orlando, USA Creative Director: Will Gay Art Director: Matt Stewart Copywriter: John McCall Producer: Paul Chase
Credits: “Shoes are boring wear sneakers” Advertising Agency: Anomaly, New York, USA Chief Creative Officer: Mike Byrne Executive Creative Director: Ian Toombs, Sheena Brady Art Director: Roy Torres Copywriter: Nick Terzis Account Director: Jill Ong Agency Producer: Sarah Manna Photographers: Magdalena Wosinska, Dan Monick Account manager: Lauren Bozarth
I've been wearing the wrong foot attire! Apparently the age of box-fresh squeaky clean trainers is well and truly over. News reached the fashion world that casual-dressing favorite Converse is launching a new line of trainers that are already a bit battered and worn in, to give that pre-loved look – in the true Converse spirit of Shoes Keep It Clean, Sneakers Get Dirty as we can see from the ad they are running.
The Well Worn collection will feature their iconic Chuck Taylor in softer washed canvas with stained and distressed soles and toe caps, slightly dirtied and with thinner laces. The new season hues will be butterscotch, tango red, and of course turtledove.
To launch the collection, Converse is giving lucky Londoners a chance to attend one of three free concerts at London's 100 Club, the "Get Dirty" concerts will include The Cribs, China Rats, Ghostface Killah, Doom, Gallows, Carnival Kids, and Hoaxacts...and a lot of old dirty sneakers.
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
Watch as every little thing that keeps your home together comes apart piece by piece and then back to together in the newest commercial for Lowes entitled "Exploded"
Lowe's keeps their ad campaign rolling with another nice spot created by BBDO, NY. This one entitled "Exploded" features the music of "Girls Love Shoes" and the song title is "Home". Credits: Agency: BBDO New York Chief Creative Officer: David Lubars Client: Lowes Executive Creative Director: Wil Boudreau Creative Director: Joe Volpicelli Copywriter: Colin Ilsley Art Director: Jake Blumenau Executive Agency Producer: Kevin Wilson Assistant Producer: Zubin Simpson Executive Music Producer: Loren Parkins Production Company: @radical.media Executive Producer: Jim Bouvet Producer: Steve Fredriksz Director: Dave Meyers Director of Photography: Marcelo Durst Production Designer: Deborah Evans Editorial Company: Cutting Room Assistant Editor: Sebastian Fidler Producer: Eytan Guttman Executive Producer: Melissa Lubin Post Production Company: MassMarket Executive Producer: Nancy Nina Hwang VFX Producer: Mitch Stockwell VFX Supervisor: Todd Sarsfield Lead Compositor: Todd Sarsfield Lead 3D Artist: Christopher Bonnstetter 3D Artist: Russ Wootton 3D Artist: Andy Gilbert 3D Artist: Todd Daniele 3D Artist: Yuichiro Yamashita 3D Artist: Eric Chou 3D Artist: Stephanie Russell 3D Artist: Jordan Harvey Compositor: John Gray Flame Artist: Jaime Scott Flame Artist: Jeen Lee Sound Design: Stimmung Audio Production Company: Soundlounge Mixer: Tom Jocarone
New web film from Nike Running features a girl Alice who can't stop running, much to the despair of her boyfriend and the worry of her mom and dad. But hamstring and knee troubles are never a problem, because she's wearing Nike's Lunarglide + 3 Shields shoes.
Credits: Ad Agency: Wieden + Kennedy Portland Client: Nike Running Copywriter: Dylan Lee Copywriter: Icaro Doria Art Director: Guillermo Vega Producer: Felicia Glover Producer: Endy Hedman Executive Creative Director: Mark Fitzloff Executive Creative Director: Susan Hoffman Agency Executive Producer: Ben Grylewicz Project Manager: Krissy Brunsman Production Company: Park Pictures Director: Glue Society Line Producer: Michelle Currider Editorial Company: Joint Editor: Kyle Valenta Post Producer: Shelli Jury Post Executive Producer: Patty Brebner VFX Company: A52 VFX Supervisor: Megan Meloth Flame Artist: Paul Yacono Titles/Graphics: W+K Studio Music Company: Nelson Riddle Song: Lolita Ya-Ya Mix Company: Eleven Mixer: Jeff Payne
The new Brian Atwood Spring 2013 fashion film starring Eva Herzagova has a little something for both the men and us women. For the him, the sexy Herzagova takes a dip in the pool wearing nothing but the shoes, and for the ladies the film features Eva wearing the Brian Atwood "Sigrid" platform shoe which by the way retails on his website for only $3,995.00.
If the price tag hasn't scared you off, then come behind the scenes with Brian, the film crew and of course Eva as they shoot his sexy Spring 2013 ad campaign in London.
Credits: Production Company HSI Director: Mert and Marcus Executive Producer: Nicola Doring DP: John de Borman Editorial Company: Whitehouse Post Editor: Charlie Harvey Editorial Company EP: Lisa Kenrick Assistant Editor: Alessandra Milani Post Production Company: Coffee and TV
To celebrate the London 2012 Olympic Torch Relay and your Future Flames, Coca-Cola brought the UK's hottest music artists to 66 nights of celebration around the UK.
Take a look back at the most memorable moments of the relay, as we follow the Olympic Flame on its journey from Land's End, all around the country and back to London in preparation of the Finale in Hyde Park and the start of the London 2012 Olympic Games. Featuring Dizzee Rascal, Eliza Doolittle, Friendly Fires, The Wanted, You Me At Six, Emeli Sandé, Labrinth, Rizzle Kicks, The Wombats and Wretch 32. via: YouTube
Also celebrating this Olympics Coca-Cola recently unveiled the "BeatBox" building, designed by architects Asif Khan and Pernilla Ohrstedt which will promote Coke's "Move To The Beat" ad campaign. The building was built with 230 bolsters that respond to touch with sound, the structure becomes one giant instrument.
Mark Ronson's "Move to the Beat" anthem — which has sounds like the squeaking of sports shoes, heartbeats, or an arrow striking a target — is the centerpiece of the building: visitors that touch the structure at different parts will essentially be remixing the track. Visitors can also climb up the exterior, and upon reaching the roof, will see the view of Olympic Park. Within the structure are different light and sound installations as well, designed by Jason Bruges Studio in Hackney. via: creativity-online
The Diesel YUK 20th anniversary edition shoes are perfect for not doing parkour. And not doing parkour is pretty awesome.
Music is "Drumstep Mix" by Mr Matos.
Credits: Agency: SMFB Oslo Client: Diesel Creative: Pal Hoyer-Andreassen Creative: Magnus Hogberg Hansen Designer: Niklas Hellborg Web Producer: Kristoffer Lorang Dahl Strategist: Kristian Kristiansen Production Company: Acne Production Director: Anders Jedenfors Producer: Petur Mogensen Line Production: Picture Farm Line Producer: Arianne Culley Line Producer: Cris Bren Digital Production Company: Nodes Norway
The "Tango" is the newest commercial from the Mastercard Priceless ad campaign. The ritual of preparation. The handmade shoes, designer dress and classic shave. All of these things are worthless without the courage to step out onto the floor and reignite your passion. The exhilaration of dancing the Argentine Tango with the locals of Buenos Aires? Priceless.
Credits: Directors: Lynn Fox Agency: McCann Erickson Production Company: Furlined
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
Chief Stylist Rachel Zoe is ready to style you in the newest commercial for Shoe Dazzle featuring the music "I Love It" by Icona Pop and some of Rachel Zoe's favorite shoes.
The Mid-June preview commercial features the music "Dance it, Dance all" by The Easton Ellises.
Credits: Client: ShoeDazzle Creative Advertising Agency: SelectNY Country: United States of America Director of Creative Strategy: James Moore Senior Art Director: Roxane Zargham Managing Director: Angela Pih Director: Maz Makhani Production Company: Factory Films Director of Photography: Maz Makhani Executive Producers: Peter Martin/Nicole Ehrlich Producer: Steven Johnson Set Design: David Courtemarche Editor: David Binns Music House: Atlantic Records Artist: Icona Pop
