Imaginary Forces

Imaginary Forces created a series of ads for Reebok in which groundbreaking technology applied in the Rbk ATR Pump shoes was literally brought to life by showcasing the show behaving like a living, breathing animal. The shoe jumps, runs, pivots, reacts and even pauses to catch its breath as it goes through a variety of jarring athletic moves.

The execution was totally focused on the product, while creating a vibe that connects with its urban audience. The spots employ a deft mix of in-camera techniques, animation and computer graphics to achieve this visually stirring effect. The Imaginary Forces creative team also incorporated animated moves that were performed by athletes, to heighten the sense of realism and convey that this is a serious, high performance shoe.