Foot Locker
Photography, film and CGI production
Full-service photography, film and CGI production for the Footlocker Metaverse campaign
About the project
Creative process
Final production
The largest sneaker retailer, Foot Locker is entering the metaverse. With the “Escape into reality” campaign, Foot Locker focused on reaching Generation Z. The boundaries, for this generation, between the physical and digital worlds are blurring, and as digital natives, generation Z values both their digital lives and physical life. Which was the purpose of this CGI campaign that we set up in collaboration with Foot Locker and was shown on the website, in-store and online. And just like the metaverse, we approached this project in a creative and technology-driven way. Are you ready to enter the digital world?
Foot Locker approached us with the concept of creating different 3D cities for this campaign. The idea and image of what this 3D digital city should look like did not yet exist, so we started from scratch. In order to have the right idea of the digital futuristic city, we worked with our concept artist by setting up 2D sketches, which were later formed into a 3D world by our 3D artists. An important aspect of the metaverse and this campaign was the mix between reality and the digital world. That is why the artwork shows a completely digital world, but we photographed the models to mix the CGI background with realism.
We have created the mix between reality and the digital world through photography, film, and working with a green screen. The models were dressed in Nike tuned, adidas, and various brands that Foot Locker offers. We shot and recorded the models in front of a green screen, and because of this, we were able to transport the models into the 3D world during our editing process/post-production process. During the production process, we had a great collaborative way of communicating with the client, and even though there were some time constraints we managed to deliver a great project. In which we were able to focus on both the creative input and the technical aspects. Although this campaign is all about the metaverse, the images were seen in Foot Locker's physical stores, on the Foot Locker website, and on social media.
