Reebok Campaign Features Kai & Sunny's Line Work
Reebok asked longtime collaborators Kai & Sunny to illustrate the features of the brand's ONE SERIES APPAREL and ZQUICK TR shoe. The artists "were involved early on at the concept stage and helped evolve the look when we finally had images to marry with the graphics," said Carol Brandwein, senior art buyer at DDB. "It was a pleasure working with [them]. I was grateful for their ability to turn on a dime with all the changes."
The creatives envisioned chains breaking around the ONE SERIES APPAREL, which is engineered for functional movement, "but they weren't sure how to integrate it with their photos, so they came to us to solve it," Sunny explained. "Kai and I started by drawing freehand, scanning that in, and refining it on the computer with Adobe Illustrator and Photoshop techniques, and then making it appear more hand-drawn again."
For the ZQUICK TR trainers, the duo imagined the sneakers inside a jet engine and thought about how the air might flow around each. "I researched technical drawings and there happens to be a lot of line work in our art already," Sunny noted, "so we took some of our usual methods and fine-tuned them for Reebok." Kai & Sunny previously created a Reebok walking boot and patterns for footwear linings. "Both of us are into running, thus Reebok projects are always of interest," Sunny remarked. "Plus, Reebok began in Bolton, where I was born, so it's a local brand for me."