D.O.N. Issue #1
GrandArmy worked with Adidas Basketball and Marvel to create the launch campaign for Donovan “Spida” Mitchell’s first pro model shoe, The D.O.N. Issue #1.
Donovan’s preternatural talent, childhood nickname, and nice guy attitude off-court earned him the right to the Spider-Man name. Donovan is still writing his story. His game is evolving and changing. Our campaign is celebrating that evolution. Rather than focusing on perfect, finished compositions, we chose to reference the work-in-progress comic layouts of Stan Lee and Steve Ditko. We took framing devices, crudely pasted-in illustrations, white-out marks, and redline notes and remixed them into a campaign that captures Donovan’s journey.
The D.O.N. Issue #1 collection is built from 4 shoes inspired by iconic Spider-Man storylines. The campaign gives each shoe has its own personality through unique illustrations, color and photography, yet all the footwear shares DNA from the Spider-Man universe keeping the collection cohesive.
Creative Direction: GrandArmy
Photography: Joao Canziani
Identity, Campaign, Copywriting, Art Direction, Illustration, Animation