RBK x Gigi Capsule collection
In SS19, Reebok came to us for help looking to bring back their trail-inspired collection from the '90s in a two-tiered launch. We brought their "Boundless" heritage to life and built relevance using both the trail-inspired collection and Gigi Hadid’s capsule collection by making consumers feel the power of adventure.
My team and I created a campaign that speaks to the consumer’s boundless attitude and wild approach to life, including preparation to take on the world no matter where you find yourself and what challenges lie ahead. We elevated Gigi as a natural extension of the campaign while giving her a unique space that reflects her personal journey, adding depth, context and authenticity to the overall storyline.
As the collection crossed beyond the trail into everday life, we needed to shift the consumer’s idea of “Boundless” from a physical state to a representation of daily escapism into the wilderness – both as an aspiration and as an actual possibility – that symbolizes inspiration, drive and limitless potential.
An evocative, futuristic design language generated engaging, wild and otherworldly storytelling. The video and imagery encourages the consumer to unlock their own limitless potential, because Wild Is Wherever.
Gigi Hadid x Reebok
Wild is Wherever Campaign
Photographer: Chris Colls
Cinematographer: Trevor Wineman
Editor: Hank Friedmann
Stylist: Christine Centenera
Hair: Danielle Priano
Makeup: Carolina Gonzalez
Creative Director: Kyle Sundby, Mako Miyamoto
Copywriter: Kyle Sundby
Art & Design Direction: Mike Torretta
Design: Alice Baldwin, Gabe Bledsoe, Mike Torretta
Photographer: Chris Colls
Cinematographer: Trevor Wineman
Editor: Hank Friedmann
Stylist: Christine Centenera
Hair: Danielle Priano
Makeup: Carolina Gonzalez
Creative Director: Kyle Sundby, Mako Miyamoto
Copywriter: Kyle Sundby
Art & Design Direction: Mike Torretta
Design: Alice Baldwin, Gabe Bledsoe, Mike Torretta
