ONE STEP AHEAD

Jim Suther­land ex­plains the mak­ing of static ads and a short film to pro­mote the new brand iden­tity

Computer Arts - - Studio Sutherl& For Start-rite -

Dur­ing an early work­shop with the prod­uct team, they talked about the amaz­ing biome­chan­ics that in­form the shoe de­signs. As they dis­cussed cru­cial fac­tors such as the mix­ture of ma­te­ri­als, flex points and so on, we re­alised that the phys­i­cal de­tails of how the shoes are made was key.

The prod­uct team’s work en­ables chil­dren to run, play, climb, scoot and skip. So the idea of the close-up shoes be­com­ing a play­ground for the twins seemed like the right so­lu­tion for the print and dig­i­tal ads. Heels be­come a hill, soles be­come a land­scape, and so on, as the twins go on an ad­ven­ture around all th­ese land­scapes in sil­hou­et­ted form.

We then made a short film with Shoot Me­dia and di­rec­tor Adam Clitheroe. It was an­other very sim­ple idea of fol­low­ing chil­dren at their level as they ex­plore and play. Chil­dren of all ages, in dif­fer­ent shoes, in dif­fer­ent lo­ca­tions – walk­ing, run­ning and skip­ping – all edited to­gether with some play­ful an­i­mated ty­pog­ra­phy to make one ‘jour­ney’, with the hash­tag #keep­ex­plor­ing.

The cam­paign will run through to win­ter in the life­style and na­tional press, with ads ap­pear­ing in Good House­keep­ing, Cos­mopoli­tan, Red, Marie Claire, Hello, The Sun­day Times Mag­a­zine and The Times Mag­a­zine, as well as on dig­i­tal and so­cial plat­forms.

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