Shotopop Gets Unique with Reebok
A commercial artist’s job is to interpret the needs of their client and develop their ideas into campaigns. When Shotopop collaborated with Reebok on the latest campaign for the Pump, the vision was very clear from the start. “They were quite specific about what they wanted,” explains Casper Franken of Shotopop. That kind of clarity can facilitate a strong and efficient executional plan, ensuring that the artists work towards a common goal for optimum results. Since the creative direction was so clear, Casper and the rest of Shotopop were able to focus on the creative challenges presented by the compositions.
The aesthetic that Shotopop and Reebok arrived at is one that is at once familiar and new. “Some of the inspiration came from old school illustrations that were kind of simple things like early comic book illustrations,” says Casper. To get the right look they had to employ a series of different techniques, building layers of color and texture. Starting with digital drawings, they then went into their photography studio to include some authentic chaos. “We scanned from actual paint textures and we did some platters in the studio which we also then photographed and scanned,” says Casper. “So there is a lot of real paint in there.” Digitally combining those scans and photographs on top of the illustrations brings a depth to the images, synthesizing extraordinarily detailed and layered paintings with a level of detail that would be impossible to achieve through any other process.
Even though each image has a similar look to it, Shotopop was very careful to make each ad unique in its specific style. For Casper, that range was part of what made the project rewarding. “It was nice to execute such an array of images, and they wanted to be different within the same style,” says Casper. “Reebok wanted the images to look in the same world but not like they were done exactly in the same style. So it was fun to play around with the styles.” Those different styles all coalesce into a campaign that can connect with any viewer while being entirely unique.