Reebok SS26 FloatZig 2 Campaign
2025 - London, England / Arlington, VA / Boston, MA
Role:
Art Director
Concept:
This campaign establishes a bold, modern visual language for Reebok Performance. Through authentic athlete stories and elevated training environments, the narrative connects product innovation with the physical and mental benefits of movement.
Responsibilities:
Led campaign concepting and visual direction across still and motion
Built and presented creative decks including moodboards, references, and production direction
Pitched and refined campaign ideas based on marketing feedback
Briefed and directed photographers, videographers, and key production teams
Art directed on-set photo and video shoots to ensure brand and creative alignment
Curated post-shoot selects decks with usage recommendations and alternates
Provided retouching notes and guided post-production for consistency and quality
Collaborated with editors on video structure, pacing, and final delivery
Credits:
Athlete - Tom Wilson (Boston, MA)
SVP, Content Marketing & Strategy - Matt Van Ekeren
Art Director, Reebok - Alan Garcia
Senior Manager, Creative Design - Nick Simmons
Senior Manager, Content - Matt Kilefner
Photographer - Kenneth Cappello
Lead/Digital Tech - Matt McGinley
DP - Dom Savio
AC - MWasi Berkley
Audio Operator - Robert Wiley
VP, Production - Janice Gilman
Director, Talent & Partnerships - Natalie Carpenter
Senior Manager, Production - Katie Ratto
Associate Manager, Production - Melanie Sailer
VP, Global Marketing - James Woolard
Director, Global Marketing - Charles Weber
Associate Manager, Global Marketing (Social) - Kaleigh Gallagher
Director, Global Marketing (Reebok) - Matt O’Brien
Credits:
Athlete - Lydia Oldham (London, England)
SVP, Content Marketing & Strategy - Matt Van Ekeren
Art Director, Reebok - Alan Garcia
Senior Manager, Creative Design - Nick Simmons
Senior Manager, Content - Matt Kilefner
Photographer - Kenneth Cappello
Lead/Digital Tech - Matt McGinley
DP - Dom Savio
AC - Ernie Griffith
Audio Operator - Tom Sedgwick
VP, Production - Janice Gilman
Director, Talent & Partnerships - Natalie Carpenter
Senior Manager, Production - Katie Ratto
Associate Manager, Production - Melanie Sailer
VP, Global Marketing - James Woolard
Director, Global Marketing - Charles Weber
Associate Manager, Global Marketing (Social) - Kaleigh Gallagher
Director, Global Marketing (Reebok) - Matt O’Brien
Production Company - Studio 99
Studio 99 Producer - Kate Turner
Stylist - Lewis Monroe
HMU - Elena Diaz
Additional Runners - Lucy Doyle, Oliver Bury, Nate Black Platt, Kaleigh Gallagher, Henry Donnelly, Jonathan Poon, Caitlin Bailey, Paul Johnston, Lorenzo Aversa
Credits:
Still Life - Product-Only (Boston, MA)
SVP, Content Marketing & Strategy - Matt Van Ekeren
Art Director, Reebok - Alan Garcia
Senior Manager, Creative Design - Nick Simmons
Director, Content Photography - Emily Spadafora
Manager, Content Photography - Chloe Gaget
Senior Manager, Content - James Parker
Senior Manager, Content Editor - Susanne Layton
Content Production Manager - Josh Chomik
VP, Production - Janice Gilman
Senior Manager, Production - Katie Ratto
Senior Manager, Creative Operations - Sam Weinberg
Director, Global Marketing (Reebok) - Matt O’Brien
Senior Manager, Global Marketing (Reebok) - Catherine Ferrera
Props Stylist - Melissa Buck