Project:
Reebok: Instapump Fury
Agency:
Roundhouse Agency
Services:
Graphic Design, Compositing, Motion Design, Video Editing, Color Grading, Post Production
Video & Photography:
Roundhouse Productions
Details:
Incorporate the Instapump's future-focused aesthetic in storytelling centered around “Glitch,” a concept inspired by the curated and increasingly digital and virtual world (social, eSports, gaming) that's integrated with “real life” but viewed through a “distortion” mindset.
We uncovered the glitch in the system by showing the real world around the Instapump Fury OG experiencing disruptive transformations. In campaign stills and video, the Instapump Fury OG remained untouched as the world distorted around it. Visual effects drew on digital error elements (eg., missing textures & sprites, datamoshing, errant lines of code,error messages, CRT lines, static and magnetic interference, and graphic interlacing) to reinforce the glitched design of the shoe and tie it directly to gaming. Motion pieces drew from the product heritage as the Pump button cued the transformational glitch inherent in the Instapump aesthetic.
