Icebug
Campaign films & Photography
Spreading the joy of superior non-slip winter footwear
01 PROJECT OVERVIEW
We had the opportunity of producing a set of videos and stills to introduce Icebug’s winter footwear to the world – and we didn’t let it slip by.
Category/Industry: Product marketing
Services: Film production, photography
Year: 2024
02 Challenge
The global footwear market is highly competitive and entrenched. How can we help our client stand out? Where do we find distinctive visuals and fresh narratives that draw and hold attention?
03 STRATEGY
Icebug provides superior traction for winter climates. You need to see their non-slip footwear in action to believe their capabilities, so putting them to use in authentic surroundings was a natural choice.
04 Creative solution
We collaborated with Icebug’s in-house designer and landed on two main concepts, Ice Dance and Ice Slope.
For Ice Dance, we filmed a senior couple waltzing on ice, enjoying every second thanks to Icebug and their unmatched traction. The spring sunshine paints the surroundings in hues of amber and frost, characteristic of the magical but slippery time of year.
In Ice Slope, we see a woman running up a steep hill of glimmering ice while another walks down confidently, again made possible by their footwear. The cheeky camera tilt that emphasizes the shoes’ impressive capabilities was a spontaneous addition, something we allow for on every shoot: we always like to experiment and squeeze the fruit till the very last drop.
05 IMPLEMENTATION
For the two main campaigns, we produced a number of videos and a set of stills that would work for various channels and intentions.
Additionally, we filmed a number of product shorts and stories that highlight various Icebug features and use cases. With a fantastic crew, great conditions, and all-round great vibes, we made hay while the sun was shining – and kept on dancing even after we wrapped!
06 Impact
The campaigns were shown across Stockholm’s Tunnelbana right at the height of the slipperiest and darkest time of year, providing a stark contrast that the weary commuters are sure to remember.
We were also tasked with producing a TV ad version for the US market, specifically the Twin Cities region in Minnesota. With such a solid foundation, creating a localised version was a breeze.
We worked with Flatlight on our Icebug FW24 winter collection shoot, and it was a fantastic experience from start to finish. The team was professional, easy to work with, and really took our brief to the next level. One of the videos we produced with an old couple dancing on ice has become a beloved classic. The whole process was smooth from start to finish and the creative process was inspiring.
On a personal note, the beanie they gifted me has become one of my favourites — I still wear it on cold photoshoots to this day.
Peter Wallenborg
Art Director, Icebug
Producer Marjo Markkanen
Director Miikka Niemi
DOP Ilmari Mannermaa
Photography Jaakko Posti
1st AC Niko Juntunen
Production Manager Salla Liukko
Editor Jani Johansén, Elisa Niku-Paavo
Wardrobe & MUAH Jaana Isokangas
VFX Supervisor, Still retouching, Grade Jussi Rovanperä
Sound Design Heikki Illikainen
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