Foot locker | SPACE COLLECTION
An interactive light installation.
Foot Locker wanted to reclaim its position as an authority in sneaker culture. Something easier said than done as it requires a shift from thinking in product sales, to thinking in cultural contribution. During the year they’ll have a series of theme driven sneaker collection drops in this particular case, space. A theme loosely based on the iridescence nature of some of the shoes.
Since Space had very little relevance to the everyday lives of our audience, and Foot Locker still wanting to contribute to youth culture, we decided to provide a launch platform for talent that’s about to take off in 2019.
In collaboration with directors Boris Ackett, Jerom Fischer and light artist Bob Roijen we invited Prince Waly, Manik MC and Malboneige to perform a unique 1 minute show.
TLDR; We built an interactive light installation to launch upcoming talent and Foot Locker’s space collection.
Recap video.
Prince Waly performing Rain Man.
Manik MC performing ‘in the ends’.
Malboneige performing his choreography.
VISUAl VERNACULAR
The abstract installation reminded of a futuristic space station. Borrowing aesthetics, textures and structures from Space we built a visual vernacular that breathes Spaces without the cliché connotations. We built different visual worlds for each artist built on their product. From a Jupiter Infrared blue pink to a moon grey and Neptune blue. Each colour pattern carefully selected to make the artist and product pop.
We built a specific booth for our product photography that utilised the same visual textures as our interactive installation.
One shoot. A suite of assets.
We utilised the installation to shoot a full suite of assets. From lifestyle to product photography and short GIFS. We shot the entire campaign over the course of two days and ensured to get the most out of our production.
