KEEN makes footwear that takes you anywhere, for any activity. Their mantra, "HybridLife," means enjoying all that life throws your way: work, play, and giving back. North, our agency partner, asked us to build an advertisement that promoted this idea - seen as a connection between urban reality and natural fantasy. How to create a connection between a real and a fantasy world, while allowing the shoes to remain the focus? The shoes needed to appear realistic in scale and remain the focal point while living in the fantasy world.
The European trade ad started from a sketch. We scouted and photographed various locations around the Bay Area for the backdrop. Through CGI and retouching, a fantasy world was created - including a kayaker, hiker, gophers and an eagle.