concept, art direction, design, online production


CHALLENGE:
Create an online presence for Reebok & Footlocker as they partnered to select one girl to become the face of their Ree-tone girl campaign for France, Italy and Spain.
VISION:
Driven by the Ree-tone shoe design itself, which promotes better body tone, fitness took center stage over fashion. The website provided a home to a competition-like race to upload sport-focused images of potential Ree-tone girls. Instruction on elements like outfit, location and pose were delivered via clever video to help the applicants upload the perfect photo.

 RESULTS:
Over 2,500 girls from France, Italy and Spain added their personal images to the website. Winners from the three different countries were selected as finalists and participated in a professional photo shoot in a London studio as part of a three day Reebok event. Images from the photo shoot were utilized in all point of sale material in hundreds of Footlocker retail outlets across Europe.