What We’re Made of Matters
In 2020, Reebok introduced its first sustainable brand initiative. One of my successes was exploring Reebok’s visual direction in sustainability. I worked with brand and marketing teams to craft a new reality where the natural materials come to life. Because what Reebok’s products are made of matters in this world.
Role: Creative Direction & Art Direction Lead
Brand CD by Lisa Bees, Digital CD by Anastasia Bogdanova. ACD by Jeremy Haunschild. Copywriting by Carissa Romain. Design by Kevin Kim. Photography by David Salafia. Styling by Lori Greene. Production by Zinc, Animation by BlackMath
The initial concept art to the final identities of the materials
Recycled Polyester
Bloom Algae
Castor Bean Oil
Eucalyptus Bark
Natural Rubber
Digital Experience
After visualizing each individual element, it was time to implement the imagery into .com, social, and product campaigns. Every product that features one of these new sustainable materials will be identified, down the road, with its corresponding image.
[REE]CYCLED
Reebok’s first footwear and apparel collection made from recycled polyester featured rich imagery and videos to highlight the reconstruction of threads. The imagery ranged from product laydowns to full-figure photography. Each activation was paired with completing threads to reflect the brands roots of bold color and dynamic movement.
[REE]GROW
Floatride was the inception for Reebok’s plant-based performance shoe line - the first of its kind in the market. The campaign leaned into the natural materials but showcasing the performance. Because no compromises were made to better the world.
