Sportswear brand Reebok, which has an official sportswear deal across UFC, teamed up with mixed martial artist turned boxer Conor McGregor and brought him into an animated ring/hexacon in a spot to launch its Zig Kinetica shoe.
The sport’s narrative arc sees the iconic, controversial fighter artist walk into his son’s bedroom with the intention of tidying up all the toys.
But when he skips over a toy train track, the transformative power of the shoe morphs McGregor into an action figure and he needs to harness the Zig Kinetica’s energy in order to fight off a rogue toy clay monster and a toothbrush-wielding evil clown.
The campaign was created by Deutsch New York where the team included Chief Creative Officer Dan Kelleher, Executive Creative Director Pete Johnson, Creative Director Marques Gartrell, Art Director Travis Robertson, Copywriter Greg Almeida, Director of Integrated Production Joe Calabrese, Director of Art Production Sarah Manna, Producer Shelby Remer, Head of Design Roger Bova, Design Director Joanna Durkalec, Designer Laura Chang, Senior Print Producer Jeanette Luis, Art Producer Dana Kandic, Chief Strategy Officer Matt Baker, Strategist Garett Awad, Group Account Director Andrew Arnot, Account Director Silvia Lacayo, Account Executive Maria Rivadeneira, Project Manager Allison Wang, Associate Business Affairs Manager Nikki Belekjian and Assistant Account Executive Sean Onwualu.
The production company was Riff Raff and the director was Sacred Egg.
The stop motion model’s and animation were by AMS Ltd with Andy Gent, with e ditorial by Steelhead, animation by Rob Bischoff and John Hatheway, with producer Zack Herpy.
Music and sound design was by Human, with compositing and VFX by Squad47, Design by Brand New School and Telecine by The Mill.
Comment:
The launch of ‘Zigurine’, by Deutsch, marks the next phase in Reebok’s ‘Sport the Unexpected’ campaign (see case study), launched in the first half of 2019, which celebrates risk takers and features a shoe that is designed to channel and return energy with every stride.
Links:
Reebok
http://reebk.co/sport_the_unexpected
https://www.facebook.com/reebok
https://www.instagram.com/reebok/
https://www.youtube.com/user/reebok
https://www.pinterest.com/reebok/
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