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Brief.
Create the launch campaign for the new trainer from Reebok Classic, the 3D OP.LITE.
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 2 in the OPUS story…
The 3D OP.LITE - New for 2018.
Designed from the undefined. 3D OP.LITE harnesses the chaotic origins of all creativity.
Creative – Chaos – Inspiration.
Through layers of unpredictable inspiration.
The Opus is reborn.
Evolve through chaos.
THE IDEA
Inspired by an original quote by Thomas Mann and evolved for now by poetic rapper Che Lingo. The film takes us to 4 different worlds: Creative, Chaos, Inspiration & The New Opus.
The worlds are interwoven to showcase the journey through a chaotic, inspirational world to the final creation.
A bold mix of different kinds of CGI and live action shots – utilising chaotic textures, structures and symbolic imagery to tell the story.
KEY VISUALS
Built from 3D CGI assets from the campaign film and photographic footwear fabric samples which flow around the shoe – these continue the OPUS evolution story, with a best foot and sole forward attitude.
TAKING A NEW
PERSPECTIVE
A key photographic style is based on shooting from below, which both heroes the pioneering sole unit and creates a unique vantage point.
The unusual perspective, poses, and angles create strong graphic forms and communicates the chaotic feel of the overall campaign.
