Before beginning the production of the video shoot, the first step in this project was to create a concept for the sneaker collaboration between skate brand Mighty Healthy and Reebok. The sneaker is the second collaboration between the two brands, so the purpose of the video was to establish a distinct point of view for the release. The idea was simple: 2 iconic brands coming together, and the idea was to showcase that relationship, by creating a concept that included 2 distinct visual styles.
The concept incorporated a perfect blend of fashion lifestyle, set against visuals of graphic and gritty street scenes from New York City, to create an art film of the highest standards. This concept sets a mood and tone and that is decidedly Mighty Healthy, and required a 2-day photoshoot. Day 1 is set in a spacious, open, modern loft, where we filmed the interaction between the Mighty Healthy guy and a beautiful girl. We juxtaposed those scenes against beautiful, artful video of city streets, capturing true New York moments, shot during day 2. We then set this to a soundtrack, and edited the video using sharp contrast, with an exciting and lively flair. The video was shot through a series of greyscale and color images, with a grain and grit to drive the concept home. We layered in a still life component for the sneakers, showcasing them in various compositions throughout the video, plus included super slow motion closeups focusing on details of the sneaker.