Client:
Dripsportif
Services:
Lead Art & Creation Direction
Brand & Product Strategy
Logo Design
Fashion Editorial
Marketing Campaign Lead
Year:
2024
Industry:
Fashion, Footwear and Retail
Credits:
Photography - Lakhe
Videography - Jabu Photography
Video editor and production - Wax Motions
Stylist - Vuyisa Madikiza
Starring:
Robot Boi - Mutli talented Artist (Red Scorpion)
Emtee the Hustler - Hip hop artist (Black Panther)
Lady Progba - South African Woman's National Squad football player (Forest Eagle)
DJ Tshego - Musican (Lion)
Brief:
With the launch of Drip's fifth sneaker line, "Claws" aimed at redefining sneaker culture it's new rebrand and the first Drip sneaker to embody the new logo, personality, and intensional function. The creative direction needed to go beyond a product drop — we had the idea to introduce a new mythology.
Each sneaker colorway represents an animal archetype — a manifestation of inner drive, ferocity, and freedom. The campaign channels primal energy through fashion, movement, mysticism and ultimately promotes awareness around activeness with different lifestyles.
The challenge was to strategically position Claws as a bold evolution of Drip’s new design language through strong storytelling & unapologetic style across full creative execution with image, video and roll-out at all key communication touch points (Sneaker box designs, social teaser packs, influencer seeding kits, behind-the-scenes content for Instagram and TikTok).
We directed the casting to ensure authenticity — individuals who live their alter egos. Wardrobe, set design, and movement all reflected the creature each personality embodied.
“These aren’t just sneakers. They’re instinct, turned into form. Claws is a battle cry for creators, hustlers, and shapeshifters.”
