When the iconic Montreal sneakery and all-around fashion favourite, Off The Hook, launched three new and exclusive Vans models, we were very excited to go along for the ride.
Each film represents a district of Montreal, namely the Old Port, Downtown and the Plateau, where each of the three OTH stores are located.
The artistic direction underscores the history and atmosphere of these three iconic areas.
You couldn’t ask for a more Montreal flavoured film!
Blending the physical with the digital, these three films take on a mixed-media approach and a contemporary aesthetic.
For the Old Port, a deep blue was used, evocative of the adjacent river.
Though different, each film echoes the same great features of these special vans shoes in concert. The comfy sole, the classic design and, of course, each of the exquisite new colours.
For the Plateau, a lush green was chosen, in homage to the charming flower beds and, of course, Mount Royal itself.
As with the other films, surreal 3D is blended with gorgeous footage and graphical overlays to accentuate its history and design.
Our process was one of experimentation and play.
We looked carefully at the shoes and just went wild!
The Centre-Ville / Downtown model is special. This where the first OTH store was opened and where the story really begins.
A rich beige was chosen as a modern take on memories set in sepia.
What an absolute pleasure this project was! Exciting and fun, with ample room to play ;)