The Recycle Your Boots initiative is born from the fact that at a global level, our society produces enormous amounts of waste. Among all the discarded material, plastic in particular has become a gigantic problem, literally as big as an entire continent.
When an old pair of ski boots reaches the end of its life cycle, at best it ends up in a landfill or burned in a heat recovery plant. At worst, it might end up in our oceans. Tecnica wants to offer their customers the possibility of returning their old ski boots of any brand. Through the RYB program, Tecnica will fully recycle the old pair, with a transparent and sustainable process.
Dismantling
Transformation
Regeneration
THE PROGRAM
THE BRIEF
The client approached us to create a promotional pack for their digital platforms to raise awareness about the initiative. We were asked to showcase a wide variety of boots to emphasise that customers could bring any pair of boots of any brand to be recycled. They also wanted a powerful visual impact by adding motion graphics on top of live footage.
THE SOLUTION
We created a 30 second video by putting together different action shots provided by the client. With the use of rotoscoping and frame by frame animation, we then proceeded to cover the original boots with stylised hand drawn ones that could represent a wide variety of well known ski brands. We also added different cel animated elements and effects to celebrate the beauty of the sport. Finally, we made some static content to accompany the video in the form of mixed media illustrations.
STYLE EXPLORATION
The fellows at We Are Social conducted a market research to determine what stylistic traits represent the most well known ski brands out there. Inspired by these styles we then created 5 different illustrated styles of our own to apply to our animation.
STORYBOARD
PROCESS
ILLUSTRATIONS
RESULTS
The video post performed 400% above average on the brand's Instagram page, with a lot of positive comments, including some from verified professional athletes and sport accounts.
CREDITS
Client: Blizzard Tecnica
Year: 2021
Agency: We Are Social
Studio: That's Motion
Production and editing: Federico Maccagni
Animation and Illustration: Leonardo Ruiz
THANKS!