Reebok Trail Collection: Beyond Wild campaign
Reebok wanted to bring back the “Boundless Collection” from their early ‘90s heritage – reimagined today. The trail-inspired collection needed to reach beyond the outdoor consumer, and also land with Reebok’s urban fan base.
My team and I created a campaign that speaks to the consumer’s boundless attitude and approach to life, including preparation to take on the world no matter where you find yourself and what challenges lie ahead.
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.
The stylized, otherworldly and imagination-fueled imagery of the campaign encourages the audience to break down their own barriers, embrace their boundless potential, and live Beyond Wild.
Reebok
Trail Collection: made to be boundless in destinations urban, outdoors and beyond wild.
Director/Photographer: Emiliano Granado
Cinematographer: Austin Kearns
Editor: Hank Friedmann
Stylist: Max Mosher
Hair: Traci Barrett
Makeup: Amy Chance
Creative Director: Kyle Sundby, Mako Miyamoto
Copywriter: Kyle Sundby
Art & Design Direction: Mike Torretta
Designers: Alice Baldwin, Gabe Bledsoe, Mike Torretta
