Client: Reebok
Date: Jan 2020
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Shoemaker Reebok is taking fighter Conor McGregor into the animated ring in a vivid spot to launch its Zig Kinetica shoe.

The legendary mixed martial artist is seen wandering into his son’s bedroom, looking to clean up all the toys. When he jumps over a toy train track, the transformative power of the shoe morphs McGregor into an action figure that must harness Zig Kinetica’s energy to fight off rogue toys, like an attacking clay monster and a toothbrush-wielding evil clown.

The launch of ‘Zigurine’, by Deutsch, marks the next phase in Reebok’s ‘Sport the Unexpected’ campaign, celebrating risk takers and features a shoe that is designed to channel and return energy with every stride.


Deutsch Office: New York

Chief Creative Officer: Dan Kelleher Executive Creative Director: Pete Johnson Creative Director: Marques Gartrell

Art Director: Travis Robertson Copywriter: Greg Almeida

Director of Integrated Production: Joe Calabrese Director of Art Production: Sarah Manna Producer: Shelby Remer

Head of Design: Roger Bova Design Director: Joanna Durkalec Designer: Laura Chang

Senior Print Producer: Jeanette Luis Art Producer: Dana Kandic

Chief Strategy Officer: Matt Baker Strategist: Garett Awad

Group Account Director: Andrew Arnot Account Director: Silvia Lacayo Account Executive: Maria Rivadeneira Project Manager: Allison Wang

Associate Business Affairs Manager: Nikki Belekjian Ass’t Account Executive: Sean Onwualu

Production Co:

Riff Raff Films Director: Sacred Egg

Exec Producer: Matthew Fone Line Producer: Cathy Hood

Stop Motion Model Build & Animation: AMS Ltd

Builder/Designer: Andy Gent

E ditorial:


Editor: Mike Mallen

Animation: Rob Bischoff, John Hatheway Producer: Zack Herpy

Music and Sound Design by Human

Executive Producer: James Dean Wells Creative Lead: Justin Hori

Hip Hop Direction Composer: Justin Hori Rock Direction Composer: Thomas Keery

Audio post by Post Human

Mix Engineer: Sloan Alexander Audio post producer: Craig Caniglia

Compositing & VFX:



Brand New School


The Mill

Colorist: Mikey Rossiter Producer: Evan Bauer