DICK’S — Night at The Store
For the holiday season Dick’s wanted to show off the magic that a gift of sport could provide. And it wanted to show off its stores. After years of overnight shoots in the store, we knew exactly what to do. Let’s bring items to life when it closes.
Our story centered around the night a new shoe gets put on the floor and is “awakened” for the first time. It’s a little Toy Story meets Night at the Museum. What would it feel like? What would the other items do? How would they act?
Directed by Shawn Levy and Will Gluck
Edited by Jeff Ferruzzo
Created with Jeremy Straight, Alex Thompson, Seth Jacobs, Mike Byrne & Andrew Loevenguth
Extending the campaign in-store
We treated the in-store signs like movie posters, our product characters front and center, with a CTA directing shoppers where to watch the film for themselves. This technique was also carried through email, POS, banners, website & more. We even created a coloring page featuring our main character for the kids at register.
Continuing into digital and social
We brought an additional 50+ product characters to life in social and digital utilizing stop motion animation. Try to watch that cooler jump rope and not smile. In addition to creating bespoke content for our vendor partners using the characters from the film.
