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Reebok Kickstarts Zig Kinetica Promo with Mad Dog Jones' Quirky Illustrations

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Deutsch New York speaks to the artist about his dreamy, stylised urban scenes for the sportswear brand

Reebok Kickstarts Zig Kinetica Promo with Mad Dog Jones' Quirky Illustrations
Deutsch New York collaborated with Mad Dog Jones, known for his vibrant illustration style that transports viewers to different worlds, for their latest digital and OOH work for Reebok. Mad Dog Jones’ colourful vignettes blend cities and cultures to create dreamy, stylised urban scenes - and are the perfect backdrop for the latest colourways of Reebok’s Zig Kinetica. The compelling illustrations bring to life the fusion of innovative sports tech and the elevated street-style of Zig Kinetica. 

Deutsch New York asked Mad Dog Jones a few questions about his illustrations for the Zig Kinetica.

Deutsch New York > What synergies are there, if any, between your existing work and the aesthetic of the Zig Kinetica?

Mad Dog Jones > Colourful and dynamic. 

Deutsch NY > Your work on this campaign blurs the line between the cyber world and in-person environments. What was the most challenging and/or exciting part of blending the cyber and real worlds? 

MDJ > I like to focus on building environments that bend reality. The challenge is bringing in all the elements of a cyber world together without cluttering the composition. The exciting part is getting to let your imagination run wild and allow yourself to design whatever you dream up.  The open nature of illustration is fascinating, the only limit is your mind.

Deutsch NY > What design elements did you feel were most important to convey this idea of re-energising everyday experiences?

MDJ > I wanted to create environments that felt like places you wanted to travel to. Building surreal worlds through illustration is sometimes the only way to convey the feeling of awe while travelling. In terms of design elements I always focus on lighting and light sources. Sunlight is ultimately the energy source to all existence. Every location goes thru so many changes throughout the day from sunrise, midday, sunset and the neon glow of night-time. I always consider lighting from the very beginning of my design process. 

Deutsch NY > What (or where) did you draw inspiration from for this campaign?

MDJ > I draw most of my inspiration from nature. The infinite combinations of plants, trees, clouds, sunlight and moonlight guide my design process. I take that inspiration and then build a garden of my own with human elements.

Deutsch NY > How do you find ways to amplify energy in your everyday life?

MDJ > Make art every day. That can be music, drawing, poetry, dance or even sport. Creativity is the key. I tend to move between many forms of art, even things I’m not great at. The key is to not compare yourself to others and just enjoy the act of creation.

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Client: Reebok

Campaign: FW20 Zig Launch Campaign


Agency: Deutsch NY

Chief Creative Officer: Dan Kelleher

EVP, Executive Creative Director: Pete Johnson

Senior Copywriter: Lyla Abi-Saab

ACD, Art Director: Krish Karunanidhi

EVP, Director of Integrated Production: Joe Calabrese

SVP, Director of Art and Print Production: Sarah Manna

Producer: Shelby Remer

Executive Print Producer: Jeanette Luis

SVP, Head of Design: Roger Bova

Design Director: Joanna Durkalec

Designer: Laura Chang

Studio Artist: Stephanie Matusewicz

Studio Designer: Kristen Eng

Group Account Director: Andrew Arnot

Account Director: Silvia Lacayo

Account Executive: Maria Rivadeneira

Assistant Account Executive: Sean Onwualu

Chief Strategy Officer: Matt Baker

VP Group Strategy Director: Garett Awad

Project manager: Allison Wang

Senior Business Affairs Manager: Nikki Balekjian

Retouching & CGI: DCOY Studios NYC

Illustration: Mad Dog Jones

Photographers and Directors: The Wade Brothers

Photography of Conor McGreggor: Philip Edsel

Producer: DS Reps/ Seven Five Productions

Editorial and Social VFX: Steelhead

Editor: Mike Mallen

Assistant Editor: Mike Gorczyca

Post Producer: Zack Herpy

Executive Producer Steelhead: Jeff Morgan

Zig Effect Design and Animation: John Hatheway and Robert Bischoff

Music and Sound Design: Marc Healy (Sound Design)

Audio post: Steelhead Marc Healy

Categories: Clothing and Fashion, Sportswear

Deutsch NY, Tue, 28 Jul 2020 16:26:54 GMT