When Reebok chose Iris to introduce the world to its first shoe made for HIIT, we knew we had to do more than list a few tech points – we needed to tap in to the convictions of a culture. We found two key insights to create a compelling campaign. First: running shoes are not ideal for the lateral moves HIIT requires. Second, to succeed at HIIT, you must put forth your personal maximum effort - a methodology that encourages community over competition. We brought this concept to fruition through directing a multi-day video and photoshoot that would yield an omnichannel toolkit (with over 100 elements!) for Reebok and its Western European retail partners - all designed to authentically speak to the culture behind the HIIT community.
Simon Candy, Executive Creative Director
Lexi Corn, Creative Director + Copywriter
Ryan Paladino, Art Director
David Penn, Design Director
Chris Buda, Agency Producer