Reebok "I Am What I Am" Mcgarry Bowen New York
Design, Production & Composite by The Wilderness
Collaborating with Mcgarry Bowen, this commercial was the first of a two part series for the reebok "I Am What I Am" campaign. Wanting to play off the elements of the earth, we decided to start exploring water and different ways to incorporate it into the titles. Our first step for the design was playing with a bunch of different materials: ink, milk, conte crayons, hair dryers, acetate, graphite to name a few. After concocting the perfect recipe we entered into step two which was to start shooting tests and after finding the right solution, we got out our Bolex to shoot the finals. For the composite, we decided to play with scale and perspective in addition to pushing the grittiness of the live-action location and Jake Scott's film.