Reserva Go, Type R

Creation, direction, and production of the launch campaign for Reserva's first line of sneakers, showcasing three new shoe models and the new trademark printed on the products.

We positioned the brand within the sneaker universe, highlighting the versatility of the products and the arrival of the signature on the side of the shoes: the "R" for Reserva.

Read more about this project

We present the Type R on the feet of people who are also making history, leaving their marks on the world.

We created the press kit through an analog process, with wrapping paper that fit perfectly to the sneaker, showing the already worn-out shoe.

Stopmotion process

See our works

Film
Design
Communication

Anacapri, Summer 2020

The importance of seeing yourself, loving yourself, and, most importantly, choosing to be yourself.

Reserva Go, Diferente

Every foot is different, but Reserva has created a sandal that fits everyone perfectly.

Every icon has a story

Inspired by the most popular sneakers of the 90s, Reserva Go decided to launch its first line of sneakers. To communicate the launch of Type R, Hardcuore created a campaign, a film, and also a press kit for promotion.

Our mission was to position the brand within the sneaker universe, highlighting the versatility of the products and the arrival of a new signature on the side of the sneakers: the "R" of Reserva. The letter stamped on all products is a new trademark, an icon that has become synonymous with Reserva's sneakers, but it couldn't overshadow the Woody Woodpecker - an absolute symbol of the brand.

Immersed in the culture, we realized that sneakers tell stories through their design. They are not just any shoes. The category values the past and demands history and depth to recognize icons. In a world where the future is uncertain, the past is a place of comfort where we seek references and inspiration. For those who are part of the sneakerhead community, the future and the past walk side by side. It's no wonder that one of the strongest trends among these consumers is to transform old sneakers into new ones, preserving nostalgia.

It became clear that an icon is built through the stories it carries. Although the Type R line is inspired by historical models, the "R" of the brand's sneaker didn't have a past yet. So, we decided to show Reserva's sneaker being used in the future, going back in time to the moment of its launch, in the present. We created a film and in it, we rewound the story to show the birth of this new icon in the sneaker universe.

In the campaign, we also present the three new models of the line - Basic, Retro, and Classic - on the feet of people who are references and who are also leaving their marks on the world, each making history in their own way.

For the press kit, we came up with a simple idea, which turned out to be complex in execution: creating a wrapping paper for the sneaker that would fit perfectly to its shape and would show it as already worn out. We went through many ideas to achieve the perfect fit, such as scanning the sneaker in 3D, working with digital texture maps, among others. But the solution that proved to be the simplest and most efficient was the most analog one: wrapping the sneaker with the paper and then tracing its details with crayons. Then, we reconstructed the image from dozens of photos of the sneaker from various angles, reaching the final result.

Credits

Agency
Creative Direction
HardCuore Team