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We were honoured to be part of the initial team that first enabled JD Sports to embrace creative video production into their marketing strategy. 2013 was a time when video first started to thrive online, as one of our first clients JD saw this as a way to authentically connect with their core demographic.
We worked on the initial creative strategies that allowed JD to align their brand with the UK street culture youth demographic. The key to achieving this goal was through authenticity and an inherent understanding of the subcultures, music and niches that surrounded it.
JD carried this strategy through and enjoyed global expansion, their stock was named ‘best investment of the decade’ and they solidified their position as a youth culture institution.
We wanted to show off the shoes dazzling reflective features whilst also expressing the theme through the concept of ‘light painting’.
“Our canvas is black, and we paint it with Lyte"