PROJECT BRIEF

Snipes USA engaged our production team to develop a distinctive campaign for the highly anticipated release of the Air Jordan 4 "Industrial Blues." Rather than pursuing a conventional athletic-focused approach, Snipes wanted a concept that would authentically connect the sneaker's industrial aesthetic with real-world environments and diverse consumer lifestyles. The challenge was to create content that would differentiate this release in a crowded market while resonating with both sneaker enthusiasts and everyday consumers.

CREATIVE APPROACH

Instead of using traditional athletes or celebrities, we created a narrative following a warehouse employee who brings style and personal expression to his daily work environment through his footwear choice. This approach celebrated everyday sneaker culture while paying homage to the industrial design inspiration behind the Jordan 4 colorway. The juxtaposition of utilitarian surroundings with premium sneaker design created a visual tension that emphasized both the shoe's aesthetic appeal and its cultural versatility.

PRODUCTION SCOPE

Our production team delivered a comprehensive campaign including:

• Location scouting to secure an authentic, visually compelling warehouse setting with industrial elements that complemented the sneaker's colorway
• Casting of an authentic, relatable non-professional talent with genuine warehouse experience and natural style
• Cinematic filming techniques including dolly movements, strategic low-angle shots, and dynamic steadicam sequences
• Custom lighting design that highlighted the contrast between industrial environments and the sneaker's premium materials
• Creative product photography integrating warehouse elements (steel, machinery, blue work materials)
• Stylized color grading emphasizing blues and industrial tones while maintaining product accuracy
• Original sound design mixing warehouse ambient sounds with contemporary music
• Practical effects including subtle dust and light ray elements to enhance atmosphere