REEBOK

HIIT-TR

TV Commercial, Print, Launch Zone Design

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"Matt and Ehsan exceeded the standards... So, basically, if you want to book their time, you’ll need to physically fight me for it."

Lexi Corn
Creative Director at Iris

The HIIT, High Intensity Interval Training, community is fiercely tight-knit and as dedicated to training as they are to each other. When Reebok launched the first shoe specifically designed and engineered for the rigors of HIIT training, they knew they had one shot to present it in an authentic way or risk it not being accepted by the HIIT community. The tasked was to show the defining features of the new HIIT TR shoe through technically accurate choreographed moves. We wanted to ensure every detail felt familiar and resonated with the HIIT subculture from the look of the HIIT studio down to the nuanced individual differences in technique. Our execution delivered all of the above in a very dynamic way all while capturing a robust library of assets.

  • Over 120 assets including Animation and Live Action Videos, Still Photographs, GIF/Cinemagraphs, 3D Launch Zone Simulation, Product Turnaround and Design and IG Stories, Delivered.

  • All captured in 2 Production days

MAIN OBJECTIVE

  • 30s hero HD video spot in 10 variations, horizontal and vertical

  • 05 x IG stories

  • 15 x cinemagraphs/GIFs

  • 72 x still photographs

BONUS CONTENT

  • 03 x transparant layered videos with editable project files

  • 20 x original SFX and score

  • 3D CGI launch zone

  • Extra stills

  • Hero and cutdown videos in 5K

  • BTS clips

  • FX/3D animation

  • Product turnaround

MY ROLE

.Director of Photography .Editor .3D Generalist

.Art Director .Motion Graphic Designer

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VIDEO SPOT

LAUNCH ZONE DESIGN

PHOTOGRAPHY

CREATIVE R+D PROCESS

Reebok Light Installation
Simulation TextureC
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Reebok_RD03_LocationSimulation_TextureB.
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TEAM

ORDER x IRIS x REEBOK

Director, Brand Management

Manager, Brand Management

Manager, Performance Apparel

Executive Producer

Managing Partner - Iris Sport

Creative Director

Account Manager

Art Director

Creative Intern

Director, Creative Director

DoP, Photographer, Editor

Producer

1st AC

DIT

VTR

Gaffer

Blair Hammond
Kelsey Cannon
Marissa Marano

Chris Buda

Simon Yoxall

Lexi Corn

Victoria Caro

Ryan Paladino

TJ Beeker

Matt Blackburn
Ehsan Abbasi
Stephen Ostrander
Steven McCrary
Jason Fobart
Eric Milsen

Stan Fyfe

BB Electric

Electric

Key Grip

BB Grip

Grip

Wardrobe

Makeup

Craft Service

PA

PA

Composer

Brand Ambassador, Choreographer, Model
Model
Model

Model

Brian Love
Justin Pinkerton
Lester Dragstedt
Josh Roling
Chad George
Courtney Watkins
Amy Elizabeth
Kim McMinn
Stewart Ragan
Drew McClintock

Fabio Fonda

 

Caley Jack
Nyna Jackson
Rachel Myers
Haden Costello
Xavier Harper