ALWAYS CLASSIC: RAY BLK
REEBOK X JD
CAMPAIGN CREATIVE. SHOOT PRODUCTION.
The Classic Leather SP is a shoe that connects with a wide audience. Ray BLK is an artist that resonates with a broad crowd. Alongside Reebok and JD, we launched the collaboration of the two icons by bringing them together through a campaign that landed authenticity with confidence and exposure.
The approach to 'unapologetically me' was to keep both icons true to themselves. There was no need to dress up or over-hype; just elevate the pair. All by simply showcasing how a Classic Leather SP can help people get the footing they need to pave their way for those everyday impactful moments.
I motivate myself by reminding myself of all the hard work I’ve done that has brought me here and to trust that it’ll continue taking me further.
We shot still, motion, digital and retail packs for the collection by putting a youthful and modern spin on the Classic Leather SP franchise to ensure it becomes relevant with the Gen Z consumer. The clean shoot kept Ray Blk central in all shots, with multiple overlay pictures to show an unapologetic human campaign that resonated with Gen-Z fans.
