For Damian Lillard’s 4th signature shoe, we had a new problem to solve compared with previous campaigns: the release schedule was being shifted up six months, from February to September. This was intended to move the release date more in line with back-to-school shopping on our lowest price point signature shoe. This meant that our normal short timelines were even more expedited. Our proposed solution was to utilize existing athlete photography and a cut-out photo collage technique to differentiate it from the previous Dame 3 campaign.
New product photography, using a predominantly black-and-white color palette, helped further differentiate it from the previous campaign. Our team also created new product films for use in retail and social media, incorporating a track from Dame’s upcoming album.
I was involved with the entire campaign creation from initial briefings to final asset delivery. My role as a designer on the project was to help craft the overall look, feel, and tone of the campaign with direction from my Senior Designer and Design Director. I was directly involved in the following aspects of the project:
• Curating initial moodboards
• Assembling creative direction sell-in presentations
• Leading product photography and retouching
• Storyboarding and directing the product and sketch films
• Finalizing athlete images, treatments, and textures
• Guiding and building final deliverable toolkit and guidelines
• Final asset prep and delivery
• Assembling creative direction sell-in presentations
• Leading product photography and retouching
• Storyboarding and directing the product and sketch films
• Finalizing athlete images, treatments, and textures
• Guiding and building final deliverable toolkit and guidelines
• Final asset prep and delivery
