Permission to Pause
We created a short, heartfelt story that showed the world that first and foremost we are all just people trying to make the best of a challenging situation
When you are living in the midst of a pandemic, keeping safe is top of mind — not necessarily keeping active. But Reebok wanted people to know that hitting the chill button is fine when life feels a bit out of control. The fitness and fashion brand tasked us to create content that spread the message that it’s OK to grant yourself a permission to pause. Captured by raw home footage featuring Reebok employees and a few of its big brand partners such as Shaquille O’Neal, Conor McGregor, JJ Watt, and Dee Brown, we created a short, heartfelt story that showed the world that first and foremost we are all just people trying to make the best of a challenging situation. The message included positive affirmations that encouraged people to “run, learn new moves, disconnect and reconnect with the things that matter most” – reinforcing that we can give ourselves “permission to pause.” The brand’s message also supported their numerous active initiatives in which they were pausing to help with relief efforts for COVID-19, such as supporting those on the front lines. The sentiment was heard around the globe with the spot appearing on all of the brand’s social channels.