Role : Design Director
Design Team : Vincent Lowe, Yenny Zhang
Production Team : Kelli Strang
Innovation Storytelling Collaboration : M35
Design Studio Collaboration : Hotel Creative, I Love Dust
Design Team : Vincent Lowe, Yenny Zhang
Production Team : Kelli Strang
Innovation Storytelling Collaboration : M35
Design Studio Collaboration : Hotel Creative, I Love Dust
Fa25 Calling All Runners, three different footwear under one campaign centered on “choice”. Pegasus Premium, Vomero plus, and Structure 25. Innovation was the main storytelling driver by dissecting the unique properties of each of the footwear through sensation. At the pinnacle level, the idea of Choice came through a series of dedicated display tables filled with interactive and visual elements to distinguish between each footwear.
The challenges we faced was a lapse in content creation from cross-functional partners to match the scope need that was expected at retail. There was also a lack off defined metaphor for the Structure 26th, creating a gap in storytelling. Our solution was to create a metaphor for structure 26 and create product superiority assets and campaign level posters to deepen the storytelling around Choice.
The following examples are from various geo’s that utilized the Directive to bring the work to life in key doors.The challenges we faced was a lapse in content creation from cross-functional partners to match the scope need that was expected at retail. There was also a lack off defined metaphor for the Structure 26th, creating a gap in storytelling. Our solution was to create a metaphor for structure 26 and create product superiority assets and campaign level posters to deepen the storytelling around Choice.
