Reebok EasyTone Campaign

This was a team campaign project with Andrea and Ajay, where we tackled a creative brief to rebrand Reebok EasyTone shoes for men aged 35 to 50—hard-working professionals who spend so many hours at work and with family that there is simply no time left to exercise. We came up with "The 25th Hour" concept, positioning EasyTone as the shoe that works as hard as they do. Andrea produced the video, Ajay handled AI-generated assets and creative direction, and I designed the print ads and wrote the campaign content. A unique requirement for this project was incorporating AI-generated assets throughout our campaign materials.

Reebok EasyTone: The 25th Hour

The Hall of Fame

A gallery showing my work in process and products

Problem Statement

The creative brief presented a real-world marketing challenge: how do you sell fitness shoes to men who feel they do not have time to work out? The target audience were not lazy—they were dedicated to their careers and families, leaving no room for a traditional gym routine. We also needed to remove the stigma around men wearing EasyTone shoes while driving awareness of a 25 percent discount. One key piece of feedback from our professor was that my initial print ads lacked visual consistency—each ad had a different styling and image treatment, which would not hold up as a cohesive campaign if printed and distributed.

Research and Findings

We studied the target demographic carefully: men earning 70 to 90 thousand dollars annually, balancing demanding careers with family life. The insight was clear—it is difficult to stay in shape while managing a successful career and a healthy marriage. We also researched how fitness brands communicate with older male demographics and found that compassion and understanding outperform aggressive gym-bro messaging. This shaped our tone of voice and the overall campaign concept of validating the audience rather than shaming them.

Solution

We developed "The 25th Hour" campaign with a compassionate, understanding tone. The 15-second video spot followed a hard-working man through his daily grind, transitioning from an exhausted state at his desk to a high-energy workout, reinforcing that he is definitely not lazy and simply needs a product that works as hard as he does. For the print ads, I redesigned them after my professor feedback to maintain visual consistency—all three ads now shared the same styling, typography, and image treatment, showing men in office settings discovering Reebok EasyTone. The AI-generated assets were used strategically for product photography, lifestyle images, and tagline development.

Duration 3 weeks

Three weeks of campaign development—from analyzing the creative brief and researching the target demographic to delivering consistent print ads, AI-enhanced assets, and a promotional video.