Reebok Reconnect Campaign
2021
Creative Direction: Jide Osifeso
Video: Jonas Lindstroem
Copywriting: Carissa Romain & Niall Power
Art Direction: Jeremy Haunschild
Design: Natalie Shields, Jan Michael Upright & Alan Garcia
I’d known Jide professionally for years, and we’d worked together in different capacities. I was a fan of his brand, HYMNE, and his recent collections with Reigning Champ - so atmospheric and beautiful. Jide had been appointed to help create a new brand vision for Reebok - overseeing global marketing. He asked me if I wanted to join a team of creatives, from different fields, that operated as an in-house agency. It seemed like an incredibly satisfying opportunity, so I joined immediately. This was during the pandemic, so all work would be remote. For this specific campaign, filmmaker Jonas Lindstroem and Jide created a narrative for one-long form video and a series of vignettes. One of my contributions included providing the imagery that inspired the above vignette featuring a runner. This was an incredibly talented team to work with and I learned a lot!
“As it looks toward a sale by Adidas, Reebok has released the first look at its ‘refreshed brand creative direction’ under Vice President of Creative Direction Kerby Jean-Raymond. Jean-Raymond joined Reebok in September last year and is creating a new vision for the brand together with Artistic Marketing Director Jide Osifeso. A video collection, dubbed ‘Reconnect,’ is the first step in changing Reebok's creative direction, according to an emailed press release. Reconnect features a series of vignettes and one long-form video, exploring sports and community, directed by Jonas Lindstroem. The videos are available on YouTube and will be rolled out through Reebok's Instagram over the next few weeks as well.”