R.A.D introduced a new colourway inspired by the delicate beauty of butterflies and dragonflies.
We were tasked with ideating and executing a campaign to launch this new design. Ultimately, we arrived at the concept of Metamorphosis - an exploration of the mental and physical transformation that occurs through training.
The execution blends elegant dance movements that mimic the flutter of a butterfly with distorted transitions, visually capturing the journey of transformation.
The hero assets consisted of a teaser, campaign video, two shoe focused videos and three hero stills. these rolled out onto social media platforms, emails and website for the launch of the new colourway.
Lily brought the project to life with her experience and expertise in dance and performance.
