This film re-launched Reebok’s original 90’s OPUS shoe online and in-store. An audio-visual fashion film was appropriate in order to reach an online audience and act as a storytelling tool to give the shoe a more emotional and therefore memorable context, and in turn elevate the brand’s messaging.

Technology is used at the forefront of the film’s evolution, against an array of 90’s references to show the journey and re-birth of OPUS from it’s 90’s origin. This highlights OPUS’ re-invention, using innovative and current 3D techniques to show pioneering design, resonate with a modern audience and re-establish the shoe’s relevance in digital culture. The themes promoted in the film such as individuality and creativity project the values of the brand and create a more aspirational appeal for consumers and showcase Reebok’s status as a leading design brand.

The film aims to re-launch Reebok’s 90’s shoe, OPUS and show an appreciation for the design and pioneering spirit from which the shoe originated.

It showcases a journey through a chaotic, inspirational world to the final creation, OPUS, via four different worlds: Creative, Chaos, Inspiration & The New Opus. Our hero is a creative who tediously works to find his OPUS, pushing himself into a state of destruction and chaos. The destruction explores surreal memories, abstract feelings and unpredictable inspiration. It is the evolution from the shoe's 90’s origin to present day and that from chaos comes order.

A build up of symbolic imagery and the shoe's iconic sole hints that our creative is close to reaching his goal. As the shoe takes shape we reach our climax. The OPUS is re-born as 3D OP LITE and calmness now falls on our creative and the world around him.

The whole narrative acts as a metaphor for OPUS’ evolution and unique design. We explore the themes of chaos and identity through a bold mix of live action and CGI. Live action is shot in cinematically, with layers of television styled 3D imagery creating various layers of footage that produce a visually explosive, energetic film. More technically challenging shots from ground up increase a multidimensional feel and focus attention on the shoe’s defining feature, the sole. Following a narrative that explores creativity through a tumultuous journey, it becomes analogous to the shoe’s design process which elevates our appreciation.

The 90’s becomes the core inspiration, using iconic references to connect to OPUS’ origin, but using the latest 3D technology we manipulate the images into more fresh and innovative visualisations. These images are equally used as metaphors for chaos and show the clear journey from the origin to modern day as the 90’s objects are manipulated, disrupted and broken. The reveal of the shoe is developed in 3d, showing a futuristic re-birth as the shoe slowly emerges into modern day, sole first to highlight the importance and individuality of the design. Technology is used at the forefront of the film’s evolution and therefore of the shoe too. This highlights OPUS’ re-invention, using innovative and current 3D techniques to show pioneering design, resonate with a modern audience online and re-establish the shoe’s relevance.

A build-up of quick scenes and shots in short flashes in the edit emphasise the chaos in the head of the character and creates a rhythmic build up to the reveal of the shoe, building anticipation around the final creation. We also used colour to reflect the dis-order through a melange of different colourful scenes, but in the end, everything calms down and becomes synchronised with the monochromatic shoe itself.