Persuade developed a sneaker campaign for their client Zeeman (known for affordable clothing and accessories) to explain why quality sneakers do not have to be expensive. The retailer made two types of sneakers: one expensive and one cheap. Persuade then looked for a studio to make high-end videos with which to promote both sneakers and campaign.
Why are sneakers
so expensive?
Meet our client
Persuade
Here’s how we helped brand activation agency Persuade to make gorgeous 3D renders and videos for their Hybrid-Z sneaker campaign.
Why are sneakers
so expensive?
Meet our client
Persuade
Here’s how we helped brand activation agency Persuade to make gorgeous 3D renders and videos for their Hybrid-Z sneaker campaign.
Persuade's
Challenge
Define
Success
Define
Success
We asked Persuade how our collaboration could be ultimately successful. This would be when the videos would match the artistic quality of Nike or Adidas campaigns, within tight deadlines. Added bonus if the campaign would go viral.
Our
Strategy
Persuade asked us for artist impressions of the Hybrid-Z shoe, a teaser and a trailer. Since there was no shoe yet, everything was set up in 3D. The starting point for the teaser was the marketing of a new, mysterious high-end sneaker, without immediately mentioning the brand name Zeeman. By keeping the teaser animations somewhat abstract, we did not give away too much of the shoe.
Full
Glory
Full
Glory
At a later stage, the Zeeman brand name was revealed and we were able to show the shoe in its full glory. This then became the trailer, an extended edition of the earlier teaser.
TV
Commercial
In addition to the artist impressions, a more sober, comparative film was needed, in clear Zeeman tone of voice. This explainer video was intended for web use only, but was promoted to TV commercial by the customer. Again, no image was available and everything was first developed in 3D, down to the future pop-up stores.
The
Process
Any sizeable campaign requires a lot of communication and back and forth between customer and the creatives of the advertising agency. Below you can see a number of test renders and sketches to give an impression of how we intended to visualize the films, before we put together the final frames.
3-day
Sale
Two pop-up stores were opened to sell the shoes in Amsterdam and Antwerp. People queued up to get a hold of either the Hybrid-Z or the Basic-Z. What was planned to run for three days, sold out in 2 hours.
Winner
Multiple Awards
The Hybrid-Z campaign won multiple awards: A bronze lamp for The Dutch Creativity Awards, 3 Epica Awards and One Esprix Award.
Reach out to us!
Interested in having your ideas turned into fantastic visuals? Please reach out to us.
