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Brief.
Create the launch campaign for the re-issue of the 1998 Reebok Classic Opus.
Agency.
Tangent Design
Client.
Reebok Classic (Global)
Role.
I worked as freelance Senior Creative and Design Lead as part of the Tangent Design team.
INTRODUCTION
Chapter 1 in the OPUS story…
The 3D OP.98 re-issue.
The Opus, a pioneering trainer release from 1998 and the first shoe of its kind to feature “split-sole” technology.As part of a three-part shoe release, this a re-issue of the ‘98 OG sneaker, a 2018 interpretation and a high-end capsule collection.
The team that created this shoe within Reebok were a small rogue department of pioneers and innovators and as such this is truly a sneaker born from chaos.
The brief was to build energy and excitement around the Reebok brand and its relaunch and new evolution of the OPUS franchise.
THE IDEA
The campaign focuses on the journey of the ‘3D OP.98’ shoe from past to present, a journey through materials, textures and time - travelling from 1998 into 2018.
As the perspective warps and shifts, it reveals the contextual elements of the shoe, such as the Graphlite pattern and subtle nods to the original ‘98 advert which links the shoe from its original conception in ‘98 to the
re-issued 2018 silhouette.
