Deutsch NY worked with Reebok to debut their Zig Kinetica sneaker with an integrated campaign starring legendary mixed martial artist Conor McGregor, in which a mundane clean-up of his son’s bedroom takes a most unexpected turn. In the 45-second film—initially posted on IG by McGregor—the transformative power of the shoe morphs him into an action figure that harnesses Zig Kinetica’s energy to fight off rogue toys.
“Conor McGregor and The Zig Kinetica is a creatively combustible pairing. On one hand you have a global celebrity well-known for never knowing what he’ll do, and on the other you have the Zig which could be one of the most unique, culture-bending products in Reebok’s arsenal,” said Dan Kelleher, Deutsch’s Chief Creative Officer. “Our job was to find a story that utilized both in the most unexpected way possible.”
In addition to the film and digital assets, Deutsch created hand painted “Zigurines” of McGregor in collaboration with world-renowned puppet master, Andy Gent, and designed premium retail experiences for fans and seeding kits for sports influencers.