MARCH MADNESS
Sneakers on the floor - Case Study
You can’t always get what you want. Some projects reinstate and you, and you feel excited to create it. But just because it works for you and looks great, it doesn’t mean it will work for that particular project. Or even if it will resonate with upper management or marketing. The simple reality is, sometimes great projects are simply left on the cutting-room floor.
But that doesn’t mean I can’t show it.
For the 2024 MM campaign, we had some extra time to ideate. Time we…typically DO NOT have. While we used a “glass slipper” a few years before, it was decided to push the sneaker idea further, but how?
Custom sneakers. As one of the resident “sneaker heads” of the team, this was set up to be an amazing project.
Unfortunately, it wasn’t taken in the end, but still a great exercise.
Designers
CD - Chris Poppleton
AD - Eric King
Designer - Charles Fox
3D - Jonathan Davis
Year
2024
Sketches & Planning
Starting with the sneaker creation, sketches were made.
These sneakers had to have a few things:
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March madness branding
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NCAA branding
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Had to look like functional sneakers
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Could not look like any specific brands sneakers
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Able to be integrated into on court players, and on court play
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Has to look AMAZING
Believe it or not, this direction wasn't chosen — But that's the game. Sometimes you're able to get your ideas through, sometimes they're sent to the graveyard, to be resurrected in the future.
But the goal should always be to keep moving forward. No egos, just hard work and execution.
Sometimes things work - sometimes they don't.
