Say what you mean, do what you love and fucking send it
METAMORPHOSIS: BEAUTIFUL TRANSFORMATIONS FOR ELEVATED FITNESS
R.A.D – our long-standing client disrupting the performance footwear sector – was launching a new colourway inspired by butterflies and dragonflies. They asked us to ideate and execute a campaign to help bring this to market. We landed on the concept of Metamorphosis: an exploration in transformation that happens in the mental and physical state of someone who trains.
Industry FITNESS + LEISURE
The execution is a mix of elegant dance moves that imitate the flutter of a butterfly and distort transitions that communicate the transformation of state. Beautiful and relatable, the campaign connects with the deep emotional and physical changes that people who train experience, as well as the wonder of the natural world.
Elegant dance moves imitate the flutter of a butterfly and distort transitions communicate the transformation of state
