A playful rebrand campaign
2021
Client
Assignment
Project Overview
As part of the advertising module, we were tasked to rebrand a sports brand. I rebranded Reebok’s brand identity and created a fresh campaign that would resonate with a younger, more expressive audience. Working in a team of two, we conceptualised “The Art of Standing Out”, a playful and visually striking campaign that celebrates self-expression, confidence, and individuality in everyday moments.
Problem
Reebok’s brand presence in recent years has felt overshadowed by louder competitors. While its heritage is strong, the brand lacked a distinct voice that connected with Gen Z and younger millennials who value authenticity, fun, and creative identity. The challenge was to rethink how Reebok could reclaim cultural relevance without losing its athletic roots.
Solution
We built a whole campaign that included posters, photography, motion effects, and video, positioning Reebok as a brand for those who dare to stand out, not by shouting the loudest, but by being unapologetically themselves. We used vibrant colour schemes, kinetic typography, and playful animation styles to reflect the “standing out” theme visually and conceptually. The campaign leaned on storytelling through imagery, blending street fashion and movement to connect emotionally with a more expressive, style-conscious audience.
