Reebok’s ‘Alter the Icons’ retail campaign celebrates those who dare to forge their own way. The campaign features footwear that reimagines classic silhouettes while the up-and-coming artists highlighted are ones who have altered their own paths to success. Each season’s drop called for a fresh take on how to represent altered icons.
For FW19, the sneaker launch was inspired by the idea of transparency. We applied the idea of transparency to the process, imagining what it would be like to have complete visibility to the artists as they are making in the studio – disrupting the process to forge their own path.
I contributed to overall campaign concept and working specifically on mood-boarding and ideation for Tayla Parx’s set design.
Creative Agency: Latitude
Creative Direction (& On-site Photoshoot Direction): Amy Hardy, David Waters
Art Direction/ACD: Sarah Huener
Art Direction/Illustration: Chris Crammer
Design: Chloe Payne, Nikki Welty
Photography: Ramona Rosales