When it comes to "crash tests," most people think of vehicles. However, crash tests also exist in the world of fashion. Every Xpd boot and shoe undergoes crash testing to ensure optimal performance and protection. So why not make this the centerpiece of Xpd's new positioning campaign? We've crafted an editorial plan focused on exceptional crash tests performed by a quite distinctive spokesperson.
After establishing the new brand positioning, Xpd introduced its first "Crash Tested Sneakers." The launch of the Moto-2 was entrusted to Joe, who took the initiative quite literally.
CREDITS
Agency: MELORIA
Creative Director: Andrea Rosagni
Creative Supervisors: Ivano Masnata, Matteo Barolo
Copywriter: Cristina Capece
Account Director: Gianluca Sandri
Video Editor: Luca Cosulich
Backstage and Social Photographer: Valentina Cosulich
CDP: Simple Ag.
Director: Luca Perotta
Executive Producer: Marcella Ciappi
Producer assistant: Roberta Ungaro
DOP: Monica Giuffrida
DOP Assistant: Alex Cacciabue
VFX: Fabio Bertozzi
Photographer: Andrea Vailetti
