The brief was to launch the exclusive Reebok x ASOS collection with a campaign that paid tribute to Reebok’s heritage in sport and culture, in a way that would resonate with the fashion- obsessed Gen Z customer. Inspired by ‘90s images of Princess Diana wearing the Club C Mid II trainer and knowing that the ASOS audience was looking to those images for style inspo, I came up with the idea of shooting the entire campaign in a paparazzi style, using the trending ‘90s paparazzi pics as a reference point. We extended the concept further, with messaging and design inspired by celeb’ mag culture. In an ASOS Partnerships first, the campaign was extended to OOH advertising, appearing on digital screens across the UK.
Credits: Art Direction, Copy
Photographer: Danika Magdelena