After being part of the pitch team and winning the Champs Sports business in 2014, I was tasked with coming up with a storyline for their holiday campaign that not only spoke to teens, but sold some shoes in the process. We went in knowing our audience was apathetic to the traditional holiday marketing messages. Our solution focused on the before, during, and after of an epic holiday party along with some sweet shoe porn snowflakes for their Instagram followers.
To bring a holiday vibe to the campaign, we created beautiful 3D Shoeflake videos for Champ's Instagram account. What started as a drawing, became a photoshop comp, then a rough motion prototype, then 5 beautiful 3D-rendered :15s.
Champs Sports Shoeflake Instagram Motion Test
Champs Sports Instagram Shoeflakes Montage
The three spots (below) explore the before, during, and after of an epic evening during Winter Break. My creative partner and I wanted to bring the hyper-connected and multitasking aspects of a young high schooler's life into the spots.
The first spot, Let's Go, explores our main character at home in his desktop environment before the party:
Champs Sports Holiday 2014 - Lets Go
The second spot, The Diner, depicts the live event and furthers the story of our main character pursuing the girl he likes. It also features a cameo from up-and-coming artist Rae Sremmurd:
Champs Sports Holiday 2014 - The Diner
The third and final spot, You Missed It, is taken from the perspective of the friend who slept through the party and incorporates text message overlays on everything he's missing out on. The three spots demonstrate the always-on mentality of our Generation Z audience.