To capture the shoes reflective properties, we set-up a make shift studio in a parking garage to take advantage of the familiar concrete surface...and a very specific light source.
       
     
PHOTOGRAPHY: JENNA ST. MARTIN
       
     
       
     
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adidas UltraBOOST Black Friday Release

The direction for the limited release Black Friday pack was a story of the reveal. The launch day GIF visually simulates the passing of headlights in a literal reveal to unveil the anticipated Black Friday release and the footwear's surprise reflective properties.

Mania ensues. Shoes sell-out in record time.  

To capture the shoes reflective properties, we set-up a make shift studio in a parking garage to take advantage of the familiar concrete surface...and a very specific light source.
       
     
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To capture the shoes reflective properties, we set-up a make shift studio in a parking garage to take advantage of the familiar concrete surface...and a very specific light source.

PHOTOGRAPHY: JENNA ST. MARTIN
       
     
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PHOTOGRAPHY: JENNA ST. MARTIN