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    Identity, and launch event and for YOURS shoes. The brand is driven by a ‘less is more’ approach, paring back the unnecessary to let the characte… Read More
    Identity, and launch event and for YOURS shoes. The brand is driven by a ‘less is more’ approach, paring back the unnecessary to let the characters wearing them shine. To reflect the simplicity of the idea and the shoes’ minimalist aesthetic, we reduced the brand down to its bare essence, communicating only the essential elements of the sneakers – shape, colour and luminosity. We created glossy daubs of colour corresponding to each shoe that encapsulated the ideology of each model. Each blob of paint was shot with a macro lens and lighting rig to achieve the perfect effect and then blown up to a larger than life scale to create visceral art pieces. The Venkman sneaker’s black and gold colourway hit the wall in bright metallic artwork; Cohen’s brilliant blue drop made its mark on the framed page; Babbit’s caramel hues softened the prints with a resonating warmth evocative of the wear-everywhere shoe. Each of the nine models combined created a photographic expose for the launch event, which, like the shoes themselves, could be collected in a limited edition run of 45 A2 original photographic, hand-signed artworks.  For the products themselves we wanted to create live and energetic photography of the shoes – often suspended in action. We used highly unusual angles and minimal backdrops that would highlight the shoes’ brilliant colours and create an ownable and intriguing suite of product photography. Agency: Designworks Auckland Read Less
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