Heelys Global TVC

Challenge Having previously worked with VIACOM sponsoring the Nickelodeon Kids Choice Awards, Heelys offered us an opportunity to pitch for their 2018 global brand TVC. Approach Our winning concept ‘Racetrack’ took the Heelys product away from the traditional live action TVC and into a premium CGI world, where the product would be brought to life and heroed. We selected production partner Man vs Machine, who's history of producing CGI based campaigns for brands such as Nike, Adidas and Apple was exemplory, and who demonstrated their 3D shoe scanning technique to great effect. Together we created a timeless, vibrant world with premium design language and strong artistic direction. Avoiding tired and obvious ‘child-like’ visuals, we developed an aesthetic that matured the Heelys brand, yet remained fun and accessible to an increasingly savvy younger audience. Set in an infinite studio space, each object in our Heelys world was designed to be thoughtful and entertaining. Rather than decoration, we saw the objects as narrative devices to add drama and suspense throughout the edit. The landscape was constructed from tactile surfaces in neutral tones, plus highlight colours to create a premium racetrack of obstacles and ramps. Each product had its own personality and took a unique route, with no start or finish we joined the action midway through the race – Heelys at full speed, switching lanes, having fun and rushing through a vibrant Heelys world. Rather than a photo finish, we tracked the camera to a shoe, then switched the shoe and environment seamlessly, showing the full product range in rapid sequence and keeping the race alive. This work was optimised for on-air and cut down versions were produced for digital platforms, plus a suite of stills and a graphics toolkit.