Creativity

Reebok: I Am What I Am

Motion Theory's effects-on-the-run "Wrapshear" spot (see AdCritic TV) has its digital analogue in these print ads, which aren't so much lifted fromt the commercial as developed simultaneously, according to Motion Theory co-director Grady Ha

Published on Sep 01, 2005

Editor's Pick

Motion Theory's effects-on-the-run "Wrapshear" spot (see AdCritic TV) has its digital analogue in these print ads, which aren't so much lifted fromt the commercial as developed simultaneously, according to Motion Theory co-director Grady Hall. The concept is "based around the idea of a city that blooms out of the shoe, creates an urban obstacle course for our runner and then returns back into the shoe," he explains. "We started with a vision for the style of the whole campaign, and then adapted that style to each medium. Along the way, the print evolved to be more dense and detailed, because it had to convey a sense of growth and movement in just one still frame. The spot, of course, had the advantage of movement, but we ended up revising the style of the spot to more closely echo the print images. In a sense, the two projects fed each other; the spot made us instill the print with a sense of movement, and the print inspired us to layer the spot with more style and detail."

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About

Credits

Date
Sep 01, 2005
Client:
Reebok
Art Director:
Mark Kudsi
Art Director:
Jesse Raker
Art Director:
Jesus de Francisco
Producer:
James Taylor
Executive Producer:
Javier Jimenez
Executive Producer:
Amy Moorman
Designer:
Ron Delizo
Designer:
Mark Kulakoff
Photographer:
Zen Sekizawa
ECD/Copywriter:
Randy Van Kleeck
ECD/Art Director:
Warren Eakins
Design:
Motion Theory
Agency:
Motion Theory

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