When it comes to fitness, form enhances function and performance. In the same measure, bold imagery and visual interest enhance user engagement. That’s the concept behind a series of mesmerizing and interactive “look-books” created for Reebok by multi-faceted visual studio and production company Ntropic. Ntropic closely collaborated with creative boutique DIKO and Unit9 to create the interactive look-books, which show athletes running, jumping, lifting, dancing, and more. Visitors can easily scrub backwards and forwards through the movements to see the Reebok footwear and apparel in action, or pause the action and get more details and purchase the gear. All in all, the look-books are a more fluid and contemporary version of Muybridge, with the ability to move frame by frame, and with links to apparel and details on the season’s line.
“This was simply a great idea,” says Nate Robinson, founder and creative director at Ntropic. “From the start, the Reebok look-books provided an awesome opportunity to show that big, gorgeous visuals can be married to inventive digital interactions in a way that makes sense and adds massive scope to the experience. Our close creative collaboration with Reebok, DIKO, and the digital minds of Unit9 brought brilliant visuals together with a beautifully fluid UI, and built a deeply visceral experience that will captivate visitors with the beauty of these athletes’ movements in both a visual and tactile way.”
The complete look-book experience is on here: http://fitness.reebok.com
The mini-look-books are a different experience and can be found here:
http://www.reebok.com/us/training
http://www.reebok.com/us/running
http://www.reebok.com/us/studio
Credits
Client: Reebok
Agency: DIKO
Agency Creative Director: Diko Daghlian
Agency Producer: Jeremy Summer;
Account Director: Danielle Hughes
Production Company: UNIT9
Producer: Richard Rowe
Project Manager: Jenny Lam, Gui Guimaraes
Tech Lead: Maciej Zasada
Developers: Damien Mortini, William Mapan, Artur Gutkowski
Design: Karol Goreczny
Motion graphics designer: Jakub Wesolowski
Sound designer: Steve Nolan
Production Company: Chromista
Production E.P.: Sandy Haddad & Ted Robbins
VFX: Ntropic
Directors: Robinson + Sinagra
LA Producer: Fawn Fletcher
NY Executive Producer: Kathrin Lausch
NY Producer: Kara Holmstrom
Flame Artist: Simon Mowbray
Flame Artist: Steve Zourntos
Flame Artist: Federico Saccone
