Pony International
In partnership with PONY International, we defined a new global positioning and relaunched the brand through an integrated campaign that carves a new path forward for the New York icon.
Since its inception in 1972, PONY had been producing game-changers on the sneaker scene; continuously evolving as a visionary within the industry when it comes to style, fashion, and attitude. At its core though, it had always been real shoes for real people.
With its origins in New York, PONY has always associated itself with the people and lifestyle of the city. For the brand’s global repositioning, they wanted to look beyond their home turf and explore other key, influential cities across the globe, telling the story of the people who embody the same philosophy of the brand.
Aligned with the brands philosophy since 1972 – of real shoes for real people, we developed a platform strategy for the overarching campaign WALK YOUR STORY; an ambition to find and feature the authentic doers who are creating and evolving their craft for themselves and not for their followers.
The first campaign introduced PONY in the city of London. We identified relevant creators to work with; art directed and managed production for an output of three key visuals, twelve supporting visuals, and three films.
Process
1
Field & Ethnographic research
2 weeks
2
Stakeholder workshops
2 weeks
3
Art direction development
4 weeks
4
Artist engagement
2 weeks
5
Campaign creation and production
3 weeks
PONY was an iconic sneaker brand before sneakers even became a thing. And at its core, the brand has always been about making real shoes for real people. So in this relaunch, we made sure to capture the realness of these doers as authentically as possible.
Pony Brand Film
Brand film produced by our in-house studio on ground in London working closely with our collaborators. Shot over 2 days with a minimal crew to give us an easy, nimble way to get around town and capture the authentic atmosphere that characterises the brand.
Credits
Film Director
Luke Casey
On the ground producer
Charlene Lambert
Hair & Make-Up
Sara Sorrenti
Colour Grade
Jamie Noble, Studio RN
Music & Sound Design
Ephick Wo, Eric Lau
Next
Eu Yan Sang
2019
