/24-7PressRelease/ - BOSTON/LOS ANGELES, September 09, 2008 - Looking to articulate the state-of-the-art technology that goes into their cross-training and running shoes, sports apparel manufacturer Reebok turned to Viewpoint Creative, the award-winning creative agency specializing in lifestyle and entertainment brands. Viewpoint created an in-store/online infotainment campaign that featured five different technologies developed by Reebok. Each vignette distilled these complex technologies in a clear and visually captivating point of purchase video that worked for both in-store and online.
Reebok has traditionally applied some amazing science to the design of their running and cross-training shoes to maximize user performance and comfort, said Michael Middeleer, Viewpoints Executive Creative Director. The challenge for us creatively was to take some of this complex science and break it down in ways that people could easily understand and would work both in-store and online.
Viewpoint created an ultra-contemporary CGI environment in which Reebok's vast shoe technology becomes instantly available via activated display panels. The array of automated metallic panels suggests an infinitely vast database of information; they pivot in space, zoom up, and subdivide in unexpected ways to deliver key information. Live action scenes of athletes training are elegantly integrated with the animated 3D screens to reveal how the technology is used.
Slick on screen typography prompt questions about consumer training preferences, then demonstrate unique Reebok solutions. For example, Reebok Select Ride technology gives athletes an option: choose 'Run' mode, and the panels show how the shoe heel inflates for maximum cushioning. Alternatively, if the user chooses 'Train' mode, we see how the heel can be lowered for enhanced lateral movement.
For each of the five infotainment segments -- which include Select Ride, Core Train, Kinetic Fit, Smooth Fit and Hex Ride -- animations demonstrate the advanced technologies being applied to maximize athlete performance and comfort.
The big challenge for us was to take complex technology and make it riveting to audiences, Joseph Kiely, Viewpoints Creative Director, Design said. It had to be something in-store viewers could connect with at any point, because with in-store you never know when someone starts watching it. But it had to work online as well, where people are specifically clicking on the Reebok website to watch it.
More than anything it was essential we create something that was compelling to consumers, added Kiely. By conjuring this sleek, ultra-high tech environment we give the technology a sense of visual context in terms of how ahead of the curve Reebok is in designing state-of-the-art athletic gear, but also something that truly captures the eye and the imagination.
About Viewpoint Creative:
With offices in Boston, Los Angeles and, 19 years experience, nationally and internationally recognized creative agency, Viewpoint Creative, has built a well-earned reputation for motivating consumers through immersive brand experiences.
Viewpoint Creative successfully fuses strategic and creative thinking with exceptional execution and unmatched service. Their commitment to excellence and innovation has allowed brands to connect with their consumers wherever they are, across every available medium.
Viewpoint Creative has lent its considerable talents to such clients as ABC, Bose, CBS, Discovery Networks, Disney, ESPN, Fox Sports, Gillette, HBO, HGTV, Mattel, National Geographic Channel, Reebok, Sci Fi Channel and the Wall Street Journal, amongst others. For more information check out their website at http://www.viewpointcreative.com.
Web Resources:
Click here to watch Viewpoint Creative in-store/online spot for Reebok
http://www.viewpointcreative.com/news/index.php?nc=84
Click here to visit the Viewpoint Creative website:
http://www.viewpointcreative.com/
Click here for more info about Reebok:
http://www.reebok.com/
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