YourReebok wanted to promote their customization options for three of their top line models. The Reebok Classic Leather, the Reebok Crossfit Nano 6.0 and the Reebok Hayasu.
The Art Direction
Each shoe would have its own animation style to showcase the color options for the 3 shoes.
The classic leather would have a art watercolor treatment, the entry was an important aspect of animated short. The retouched sequence below is used in the final as the Reebok Classic Leather breaks through the logo.
The Nano 6.0 would have a glitch, futuristic treatment.
The Reebok Speed TR and Reebok Instafury were also contenders for the 3rd spot in the animated short.
Various other uses of the animated short were also explored, from YouTube take overs, social advertising on Instagram and Facebook.
There was not a lot of time to and to speed up the animation process, frame by frame hand were hand drawn to provide the animators a blueprint to work around.