We concepted the Tease Phase to spark the early conversations. Giving the brand initial storytelling assets to start planting the seed and getting hype around the product launch. Capturing individual components of the product's design 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.
Product would be shot weightless using simple single-source lighting to produce an effortless floating look. Along with props to push the products ‘Flight Utility’ ethos. A modern performance lab/stage would be the scene as the athletes Prepare to Fly.