Moolah Kicks is a footwear company focused on women's basketball shoes. With a rebrand and new shoe model—The Neovolt Pro V2—ready for launch, the brief was to produce a video ad focused on product performance that boosts awareness and conversion toward Moolah and its new model availability at DICK'S Sporting Goods. My role here with respect to video included Concept Design, Art Direction, Video Editing and Motion Design.
Moolah provided guidance on the new branding with which a creative concept was developed. Inspired by 90s pop culture, design and photography trends, a sizzle reel style 2-on-2 game of basketball mixed with stylized shots of talent and footwear would be the direction.
Real collegiate players were cast for the spot, assuring quality on-camera action and added recognition value on social outlets. Players were mindfully cast to represent the full spectrum of women in basketball; variety of backgrounds and styles.
Filming took place at DICK'S Sporting Goods corporate headquarters' indoor basketball court for a one-day photo and video shoot. Emphasis was put on lighting and blocking for action coverage. Footage was shot open gate for more flexible reframing to a range of social formats.
Mini sets were built on separate parts of the court using available objects and furniture elevated with on-brand accent lighting; this allowed for capturing more produced, stylized imagery of talent and product separate from the relatively less-scripted coverage of the gameplay.
Designing animated stickers, taglines and graphic treatments based on existing materials and inspiration from Moolah's new brand guidebook was a big part of assembling the spot in a way that stayed true to the 90s-inspired aesthetic.
The campaign exceeded nearly every goal. 42K traffic clicks; surpassing the 12-17K benchmark. 31% VCR on YouTube versus the expected 20-22%. 17.4M impressions; 6X the target of 2.9M. The strong performance helped boost Moolah's brand presence across nearly every platform and full funnel conversions.
