Hypeneedz: Stories and Reels

Starting point

What is a banner on the home page is a story on Instagram and TikTok. The same product, the same occasion, but a format that gets swiped away if the first second says nothing.

So alongside the banner work, a second line ran for Hypeneedz, in motion.

Approach

Nine pieces, all 1080 by 1920, between seven and thirty-two seconds. The range is deliberate, because the occasions differ.

A release announcement like the Travis Scott Air Jordan 1 Black Phantom or the Air Jordan 4 Midnight Navy needs a few seconds: shoe, name, done. A seasonal campaign like Halloween or Back to School can run longer, because it builds a mood first and brings the product later.

In between there is material that is not a product shot: filmed scenes with people, a city at night with neon signage, a wall of shoeboxes. That is the part that separates a story from an ad. An ad shows what is available. A story shows where you are.

Result

A line of work that ran next to the banners and translated the same occasions into motion, over three years.