Roots, TUFF Steps Content Series
Client
Roots
Project Date
July 2019
Category
art direction · brand ids · logo design · motion graphics & video · presentation materials · social media
As part of the global re-launch of Roots’ legendary TUFF Boot line, my team developed a dynamic web-based content series to reintroduce the product to a modern audience. At the heart of this campaign was Fred VanVleet, whose journey from undrafted to NBA champion embodied the values of perseverance and self-belief—the same qualities that define the TUFF Boot.
Our goal was to craft a compelling narrative that seamlessly blended storytelling, motion design, and branded visuals to position the TUFF Boot as a symbol of resilience and authenticity.
Motion Graphics & Video Editing:
Designed and animated high-energy motion graphics, ensuring seamless integration across video content and digital platforms. Edited and optimized social-first video cuts tailored for engagement.
Presentation Material:
Developed polished internal decks to communicate the creative direction and campaign rollout to stakeholders.
The campaign’s visual identity was built on bold, cinematic storytelling, emphasizing the grit and determination that Fred VanVleet brings to both the court and his personal journey. By integrating dynamic motion graphics, kinetic typography, and high-energy edits, we created a content series that felt raw, powerful, and contemporary. The visuals extended across social media, in-store displays, and digital platforms, ensuring a cohesive brand presence.
