Earlier this year, Foot Locker briefed us to create the campaign for the H020 ‘Go Outside’ pack. They wanted to inspire consumers to escape the digital world and step outside to explore their neighbourhood, or head out of the city and hit the trails. The central theme of the campaign was a ‘Fresh Perspective’ – the benefit of discovering new places through urban exploration.
We created an integrated campaign that centred the H020 product within an outdoor space. Using mirrors, we created a ‘fresh perspective’, by juxtaposing urban and natural elements. Our typeface ‘FK Screamer back-slanted’ hints at the optical shift created by mirror reflections, while the product name that follows an ‘A to B’ pathway alludes to the idea of exploration. The visual centre connected images seamlessly whilst colour created differentiation.
We look forward to seeing what we can get our teeth into next for Foot Locker in 2021.