FOR THE DAWNING OF A NEW CREATION, THE PHANTOM, WE CREATED A VISUALLY STRIKING SPOT FOR POWER ATHLETIC.
The Phantom spot is elegant yet elusive, dark yet at moments awash with vibrant colors. For the shoe called Phantom, a medium is the message approach seemed perfect.
The work is further enhanced by the industrial/textural soundscape, created by Solomon Burbridge. For this new directors cut, Design Lab brought it all to the table: concept, 3D modeling, animation, lighting and sound design. The original spot was produced for the Canadian agency Roseander Main.
“I couldn’t wait for the chance to use lighting changes and stagecraft to conceal or reveal the Phantom. I wanted it to feel like a killer stage show in which the Phantom is revealed through the use of the lights and sounds surrounding the product, without lighting the product itself which brought a mystery to the shoe.”
Joshua Cox, Director
DIRECTOR: Joshua Cox
ANIMATION: Chris Boylan, Joshua Cox
VFX TD: Patrick Coan
3D MODELER: Zac Wilson Joshua Cox
LIGHTING: Joshua Cox
SOUND PRODUCTION: Solomon Burbridge,
CLIENT: Power Athletics Ltd.
AGENCY: Roseander Main
PRODUCTION COMPANY: Bent Design Lab
EXEC. PRODUCER: Anthony Greene
PRODUCER: Paul Diener
ASSISTANT PRODUCER: Gabi Villasenor