Reebok Nano X2 Campaign
2022
Creative Direction: Jide Osifeso & Natalie Shields
Art Direction & Design: Alan Garcia & Brian Chor
Copywriting: Mikeisha Vaughn
Project Management: Kristin Henn
Featured Athletes: Christian Harris, Julie Ertz, Jess Sims, & Annie Thorisdottir
The initial concept pitched for this campaign involved capturing the model in active training and resting moments, utilizing a diptych format. As we developed the campaign further, featured athletes were added. We shifted the concept from resting moments to active lifestyle - to better showcase key technical features of the shoe. Brian and I were responsible for creating the creative direction brief - the guide the film/photo crews would follow. We outlined all facets of the shoots - art direction for key visuals, graphic elements, styling guidelines, hair/makeup, locations, props, models, moving content examples, shot lists, and mockups for social, web and email. This was a large undertaking, as we dealt with 4 separate crews for each of the athletes, domestic and international. Kristin, our project manager, was incredible, and made it easy to stay on track with her regular updates and communication. After the shoot assets were received, Brian and I made selects and comps for video/photo marketing needs, worked on a tech video with an outside agency, and developed the promo package. I really enjoyed working with this small team, and feel like we accomplished what we set out to do.
“Reebok has today announced the latest iteration of its popular Nano franchise with the addition of the Nano X2. Heralded as the ‘Official Shoe for You,’ the Nano X2 is designed to be worn day-to-day or for those hardcore workouts at the gym. Key features included in this new sneaker model include a re-engineered FlexWeave Upper that Reebok says will provide improved protection, breathability, and style while the heel shape and clip has also been updated with a slimmer and more defined fit to increase stability.”