Punctuated with tight edits and rich visual action, the work features a mix of hypnotic live action merged effortlessly with tight visual effects, all designed to underline the innovative features available in Reebok’s latest running shoe, agile sneakers that confirm to the shape of any person’s individual foot size.
In order to highlight the innovative features of their new running shoe Z Pump 2.0, Reebok tapped weareflink to create a visceral and hypnotic piece that mixes live action and animation to great effect.
weareflink entered the bidding process late, but quickly caught Reebok’s attention. “We examined the shoes and decided not to illustrate the Pump technology itself, but rather the feeling of wearing that technology,” explains weareflink executive producer Andreas Lampe. That raw vision won over Reebok, who immediately responded.
“weareflink pitched a powerful concept using organic metaphors from nature to highlight the technology,” explains McLaughlin. “This was exciting because it allowed us to show the ZPump 2.0’s in a highly visual, very unique and truly engaging way.”
“There is a feeling of sturdiness and support that comes with wearing the shoes that weareflink emphasize so beautifully in their work,” he continues. “They helped bring a sophisticated look and feel to the campaign that rises above other work in this category.”
“From a pure fitness perspective the quality of our product has never been better,” wraps McLaughlin on Reebok’s road ahead. “We continue to speak out with an authentic voice, communicating with inspirational work and products that inspire people to follow healthy, happy lifestyles.”
weareflink’s hypnotic work is set to be released across 120 markets worldwide, featured in cinema screening as well as online, and in Reebok stores worldwide. The work is the latest in Reebok’s continued “Be More Human” brand campaign, a rally cry that urges consumers to take on physical activity and experience healthier lifestyles. The work also continues to promote the company as an experiential brand, returning Reebok to its fitness roots: