Kane Footwear All Conditions Launch

Director

We launched the new Kane AC All Conditions recovery shoe with a 360º campaign from live-action social to a making of documentary to an experiential PR blitz.
One campaign, one strategic idea, brought to life as a living breathing ecosystem. Each iteration unique and platform-tailored, but designed to deepen the core message and meet the Kane community where they are. We crafted a campaign shoot with live action motion and stills that put the World’s Toughest Recovery Shoe to the test through real-world, lab-inspired elemental testing. We encased the shoes in a solid block of ice and shipped them to Kane ambassadors along with a customized sledgehammer, asking them to break out the shoes and film the process. Next, an east and west coast project speaking to key Kane team members who had a hand in designing the Kane Revive AC to create a Making Of documentary that dove deep into the science and innovative technology behind the product.

The result — a truly 360º experience and a suite of assets which would carry Kane through the entire Fall/Winter season.