06/07/10 - When ad agency Martin/Williams was charged with the launch of an interactive, online content project for the new line of Champion Fitness Toning Shoes at Payless, they turned to the talented team at Gasket Studios. Brought in very early on, Gasket collaborated closely with Martin/Williams and was instrumental in the development of the creative during the client pitch process and storyboarding, through production to final output.
The new online piece for Payless.com focuses on today’s Every Woman, who — thanks to the Champion Shoes from Payless — can integrate exercise into her daily activities. Whether it’s doing time on a treadmill, running errands on the city streets, or buying flowers at a local market; these are all opportunities that can “give your walk a workout.”
Martin/Williams’ CD David Richardson asked Gasket to create a piece that tied in visually to the bright colors of the Champion Fitness brand palette, but still had a warm, human element. The design also had to be somewhat restrained so the talent would really pop.
Gasket designers/animators infused a keen sense of fun and humanity into the heightened reality of the energy-packed spot with a few special, “a-ha” moments like: a bouquet of flowers exploding into a group of ascending butterflies and a beautifully re-created sunset.
“Our detailed preparation is what really made this project so successful,” comments Gasket Creative Director Greg Shultz. “We used pre-visualization as a creative communications tool to let the agency and the clients know exactly what we had planned, so there would be no surprises once we got to the shoot.”
The talent, Brazilian model-actress Amanda Salvato, featured in the Payless Champion Fitness print campaign, was flown from New York to Minneapolis (just slightly delayed by a mid-winter blizzard…) for the 12-hour shoot. Shot walking on a treadmill in front of green-screen, the Gasket team was able to complete 17 shots in just one day — a very aggressive timeline for a fashion client.
“The clients liked the results so much for this interactive, online piece, they decided to create multiple broadcast spots as well,” adds Gasket Executive Producer Tammy Kimbler Weber.
In the end, Gasket created the signature, 50-second, online piece for Payless.com, as well as two 15-second spots and a 10-second spot for broadcast, airing this summer nation-wide.
Here's the content on the Payless website.
