Hey Steemians,

This post is a process piece for a bigger project we’re working on. The project isn’t for a client. It’s a passion project that keeps the creative juices flowing and allows us to think outside the box without any restrictions. For this project, we chose to create a marketing campaign for a new shoe product called the SF AF-1. Hope you like it. Ideas, comments and suggestions are welcome.

The Campaign Project

We started an internal project recently to create a campaign for a shoe that we like a lot. It’s got a bit of history, high fashion, interesting inspiration and bright color. To tell the story of this product is not particularly easy and to be honest, it hasn’t been done. This is the reason why we picked this product for our own little internal project. That combined with the fact that we think it’s an awesome fashion creation.

Breaking Down The Process

We started drawing the shoe, painting over the drawings and now starting to produce some graphics made for print and digital. The layers of the photoshop file seemed pretty interesting to see over time. You can almost see the production process of one of the final graphics by turning on layer after layer until you get to the final. Below is every 3rd image in the GIF.

The Layers

Layers create depth, visual intrigue, meaning through juxtaposition and graphics. There is a lot of history, grit and depth to this particular product that we felt needed some extra elements that help to tell its story. Below is a breakdown of every scene progression through the gif. Each element adds to the layers to create the final product at the end.

We plan on making a few more of these graphics to show the shoe in different perspectives. We’ll create a final video campaign for the product that will most likely be a fully produced :15 or :30 commercial with a similar look and feel to this initial graphic GIF, but the video will do a much better job of telling the whole story and revealing the value of the product. Thoughts and comments are welcome!

Ciao for now, Steemians.

- Weston (aka @design-guy)