Fashion Film Production: Reebok × Condé Nast

Brand: Reebok
Client: Condé Nast
Placement: YouTube Masthead

Condé Nast came to us mid-way through an existing Reebok contract. They were running a major editorial photoshoot — cover-level talent, top-tier production — and needed a standalone campaign video to go alongside it.

The talent roster was impressive: actress Ravshana Kurkova, Instagram personality Maria Minogarova (1.1M followers), and professional volleyball player Daria Malygina. The resulting editorial was headed to the cover of Vogue.

Our job was to produce a separate campaign video during that same shoot — something that would serve as the trailer for the entire Reebok campaign and run as a YouTube Masthead placement.

The Brief — and the Constraint

The client was clear about one thing: they didn't want a behind-the-scenes video. Not a "making of," not a BTS montage. Whatever we made needed to stand on its own as a piece of content — with its own visual language and its own style.

The one hard constraint: we had to shoot inside the photo studio. Same location, same day, same talent. That was our entire production canvas.

The Concept: Fashion Film as Mood Film

We pitched a fashion film built on atmosphere rather than product features. The entire video would live in interesting angles and compositions — a mix of live, spontaneous moments and carefully directed poses. The goal was to make something that felt cinematic and emotional without feeling overproduced.

The client loved it immediately. We knew we'd found the right direction.

For the emotional register of the talent, we referenced this:

• Reference — mood and emotion direction

For the physical language — poses, blocking, body direction:

• Reference — poses and movement

This level of reference work mattered. Before a single frame was shot, we needed the client to see exactly how we planned to translate "atmospheric and emotional" into something real. So we didn't just share links — we annotated them. We marked specific moments and explained precisely what we intended to recreate or reinterpret in our own version.

Production

The final cut came back from the client with minimal notes. Almost everything landed on the first pass.

There was one layer of complexity we'd planned for from the start: approvals didn't just go through Condé Nast and Reebok. The talent had approval rights too. Each of the three women signed off on the edit — which added time, but also meant everyone in the room was genuinely happy with the result.

The Extension — Reels Content for Each Talent

During post-production, an idea came up that was worth acting on: the campaign video was built for YouTube Masthead scale, but the talent had real audiences of their own. Why not meet those audiences where they already were?

We produced three additional 15-second videos — one for each of the three women — cut specifically for Instagram Reels. Same shoot, same footage, but re-edited and re-framed for a completely different format and context.

The brand communication landed not just through a single campaign video, but through the personal channels of the people who appeared in it.

If this kind of work resonates — projects where craft and constraint drive the concept rather than fight it — we'd be glad to talk. Reebok is one of several fashion and sportswear brands we've worked with across formats: from mood films like this one to high-energy TV commercials and brand films built for long-term equity. You can also explore our full fashion video production work — including sportswear, footwear, and DTC content — to see where this project sits in the broader picture.

And if you're exploring what AI can bring to fashion and lifestyle production, that's a conversation we're having with more brands right now.