Project The F-LITE G 300

Client Inov-8

For the launch of the F-LITE G 300, we wanted to promote the first use of Graphene in the training shoe market. The Graphene’s use allows for a tougher outsole and heel, making the F-LITE G 300 an incredibly hard wearing performance shoe that matches the no compromise⁣⁣, no holding back⁣⁣, no limits style of training seen in CrossFit. The aim was to film a workout that matched the toughness of the shoe. Working with Danni Speegle, one of the most famous CrossFit Athletes on the planet, and filmed in a dark secret bunker. The short film was shot with technical details overlaid, highlighting the Graphene use and CrossFit features, whilst following an incredibly tough training session of an elite athlete. Alongside the content created for Inov-8, a series of images and short films were created specifically for Dani to share with her 1.1 million followers.

Concept Development | Creative Direction | Design