PROJECT CONTENT
Discover the creative process and the challenge of developing an AI-driven campaign for one of the world's leading sports brands.
REEBOK EASY TONE
As a Designer, I led the development of Reebok's EasyTone campaign as part of an Interactive Media Design course. It was an exciting challenge, as we leveraged AI to craft a campaign specifically tailored for men over 35—an audience that traditionally wouldn’t consider EasyTone shoes. Our goal was to break stereotypes and introduce them to the benefits of this footwear while highlighting an exclusive 25% discount.
To kick things off, we began by discussing the campaign concept and analyzing the provided briefing. The goal was to engage men over 35 who have kids, lead busy lives, and often struggle to make time for self-care. Our campaign aimed to remind them that, despite their packed schedules, they deserve to prioritize their well-being. Reebok could be their trusted partner in this journey, offering a sleek, comfortable sneaker designed to keep up with their day—effortlessly and seamlessly.
During the ideation phase, we created several sketches and developed the concept of "Seamless: From One Part of Your Day to Another." Our vision was to showcase men navigating different moments of their daily lives—transitioning from work to the gym, from the office to home—while highlighting how Reebok EasyTone supports them with effortless comfort and style. The campaign aimed to inspire men to prioritize self-care, even amidst their busy schedules. With EasyTone, these transitions feel seamless, naturally fitting into their routine and making well-being an effortless part of their day.
After that, we moved on to developing the campaign. I was responsible for creating the print ads and the final campaign presentation, which turned out to be a great success. The biggest challenge was generating the right images using artificial intelligence, as we wanted the campaign to have a realistic tone—one that truly conveyed the importance of self-care while also highlighting the 25% discount on the product. This strategic approach proved to be a key factor in capturing the attention of our target audience.
Check out the great final result of this amazing campaign! Click here to see the final presentation, or click on the ads below to zoom in.
