Reebok asked Tangent Design to build energy and excitement around the Reebok brand and its relaunch and evolution of the OPUS franchise. To develop appreciation and cultural understanding around the design and manufacture process. To celebrate the pioneering spirit from which these shoes originated. The 3D OP.IP collection was stage 3 in the OPUS story… Ian Paley – founder of Garbstore and long time friend and collaborator with Reebok Classic – was asked for his experienced and appreciative take on the new 3D OP.LITE footwear – The 3D OP.IP collection.
Ian’s vision started with the blank canvas of the new OP.LITE sole unit and developed into 3 totally new and different silhouettes – The 3D OP.IP Pro, 3D OP.IP Fractional and the 3D OP.IP Knit. Using knitted and twisted Merino wool mixed with premium suedes and leathers – whilst retaining the pioneering and Opus defining graphlite, split-tooled sole.
Refined Chaos. A refined take on the chaos from the 2018 shoe. Taking on visual cues from the shoes styling.
We pull back and shoot in and around an expanded set to give us glimpses out of and around the still life set. Rougher background objects and textures can now be seen creeping into shot adding rich texture and realism whilst keeping the high fashion styling at the heart of the visual.
We interviewed Ian Paley for Reebok as he discusses his passions, his inspirations, his hard work and his love for Reebok.