DC Shoes & New Era 20|94 Launch & Product Rollout Event Tease
Challenge: Develop excitement and buzz in the action sports community for a limited edition shoe and cap marking the launch of an apparel line, 20|94, a DC Shoes and New Era joint venture. The announcement would take place in conjunction with the "King of New York" skateboard competition and promotions would happen simultaneously in major markets globally.
Solution: I conceived, designed and produced this Official Webby Honoree and Davey Award-winning international campaign spot along with supporting graphics. The imagined "birth" of the Frankenstein-meets-baseball shoe and cap are told in the style of vintage sci-fi films, a genre easily understood throughout the world, regardless of language (an important component for the multi-country same-day release).
The campaign was designed to convey the individual branding of both companies and, at the same time, introduce the new product line as a unique mix of the two.
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