IDEATION & CREATION
JOSH WIDE AWAKE | CONTENT CREATOR
The brief was to roll out the international 'Life Is Not A Spectator Sport' campaign in South Africa. In the concept stage, I really had to consider what storytelling devices to use and which would create the least friction between content and consumer.
That's where the augmented reality filters came in.
I decided to create various 'Life Is...' statements and superimpose them onto our creators using face-tracking filters. When they used these filters, each statement had a question beneath it that disappeared on output. This guided their responses and ensured their story was always moving forward, while still feeling organic and off-the-cuff to the viewer.
Production ran seamlessly as creators performed self-interviews with our filters. They filmed their own b-roll using personalised storyboards created by my team and discussed with them over a Zoom call.
The entire 5-video production process was finished in just under 2 weeks.
IMPACT
Young audiences are already so familiar with these types of filters, so using them as a mechanism to drive each story forward also presented an opportunity to create audience engagement.
Off the back of the 5 videos we created, dozens of Reebok followers used the same lenses to tell their own stories about how they're living their lives off the sidelines, tagging @reeboksouthafrica and generating even more (and free) campaign exposure for Reebok.
Fun fact: Laura on the right here actually got hired by Seen Studio after we saw her submission!
LAURA ASHLEIGH | FASHION DESIGNER/MODEL
Our content helped drive 54,522 clicks to the official 'Life Is Not A Spectator Sport' campaign landing page
Take a look at more of the official 'Life Is Not A Spectator Sport' influencer videos:
PONAHALO | MODEL
MUSA KEYS | MUSICIAN
MELISSA | COMMERCIAL PILOT
