Solemate

As part of my Moving Image Design degree we were given carte blanche to take an existing product to rebrand. I chose Reebok, brand that I believe has become increasingly Americanised. I wanted to bring it back to its British roots as their original Classic trainers had become a bit of an institution in the UK. My idea was to have a group of Reebok trainers coming back to life and running across the streets of London signifying their return. At the end of the advert we discover the trainers have been racing towards a man with bare feet atop a hill, representing the reinstated unity between the original trainers that we loved and the UK public. I created this video by painstakingly stop frame animating the shoe from a number of different angles and then compositing it with separate footage I shot of the London street locations. Check out my profile or visit http://www.east14.co.uk for more of my work.