RUNNING THROUGH HI-TEC’S ICONIC 50-YEAR HISTORY

HI-TEC South Africa

Give me the short version:

To celebrate HI-TEC’s 50th anniversary, and the launch of the new “ORIGINAL SINCE” range, the “RUN THROUGH TIME” campaign took users on a journey through the brand’s iconic past and into their innovative future.

A DIGITAL RUN THROUGH TIME

The RUN THROUGH TIME campaign microsite allowed users to journey through the brand’s iconic history in the form of an interactive timeline, and finally be introduced to the new “ORIGINAL SINCE” range.

CASE STUDY

SHORT STORIES MADE FOR SOCIAL MEDIA

Five 15 second AVs told the stories of the 5 pairs of shoes that put HI-TEC on the map. From the iconic pair of Altitude IV boots that took Adrian Crain up 50 peaks in just 101 days, to the pair of football boots worn by a certain former Manchester United Captain in his first season in the Premier League.

3D ANAMORPHIC BILLBOARD

Working with 3D artists I conceptualised, storyboarded, and creative directed a 3D billboard which ran in Braamfontein, Johannesburg. The billboards revealed the new “ORIGINAL SINCE” range and tied it back to the initial styles that inspired the new range.

other creative Credits

• ECD: Simon Spreckley • Web Design: Matthew Crisp • 3D: Kingsley Clutten, Callen Fisher • Sound Production: Behind Bars • Animation & Editing: Tony Snoek, Max Murray