Using a food metaphor, we cooked up a campaign highlighting the natural, renewable ingredients that were used to create the performance running silhouette. Stop-motion animation was used in video executions to keep a more organic feel, as well as a way to create campaign components from the same materials as the product. A comprehensive guidelines document to help markets implement these tools was completed, a small sample of which is shown below.
I served as the Art Director and Designer of the campaign and tools, directing on-model and product photography, and video and animation creation. Additional concept direction and design by Ian Macgillivray and Gabe Bledsoe and Creative Direction by Mako Miyamoto. Key art photography was completed by Dan Saelinger, with additional photography by Brendan Coughlin, Dave Coy, and video and stop motion created by Dave Coy.
I served as the Art Director and Designer of the campaign and tools, directing on-model and product photography, and video and animation creation. Additional concept direction and design by Ian Macgillivray and Gabe Bledsoe and Creative Direction by Mako Miyamoto. Key art photography was completed by Dan Saelinger, with additional photography by Brendan Coughlin, Dave Coy, and video and stop motion created by Dave Coy.
