ROLE // ART DIRECTION + DESIGN
CREATIVE DIRECTOR // NICK PARKINSON
DESIGN DIRECTOR // JEFFREY DOCHERTY
ATHLETE PHOTOGRAPHY + VIDEO // CARLOS SERRAO
PRODUCT PHOTOGRAPHY + MOTION // TYLER ASHLOCK
DESIGN DIRECTOR // JEFFREY DOCHERTY
ATHLETE PHOTOGRAPHY + VIDEO // CARLOS SERRAO
PRODUCT PHOTOGRAPHY + MOTION // TYLER ASHLOCK
We concepted the Tease Phase to spark early conversations. Giving the brand storytelling assets to start planting the seed and fueling hype around the product launch. Capturing individual components of the product's key design features and new "FastFit" lacing technology, all without actually revealing the full product itself.
Full campaign launch.
We built a world around the concept of FUTURE + FLIGHT.
A new frontier where the athletes and product would be less restricted from the confines of gravity.
A new frontier where the athletes and product would be less restricted from the confines of gravity.
Product would be shot weightless using simple single-source lighting to produce an effortless floating look, along with props to push the product's ‘Flight Utility’ ethos. A modern performance lab would set the scene as our athletes Prepare to Fly.
