First step
Brand spot for a limited-edition sneaker drop.
Brief
Brand spot for the drop of a limited-edition sneaker. Target 20–30, sneakerhead community. Tone: urban, cinematic, rhythmic. No voice-over — only image and sound.
How you can use it
9:16 vertical format, perfect for Instagram Reels, TikTok, and YouTube Shorts. Works as brand awareness rather than direct call-to-action. Ideal asset for the teasing phase pre-launch: published two weeks before product availability.
Generative AI in this video
Models, urban scenes and camera moves entirely generated. Recreating this setting and special effects with traditional methods would only be affordable for massive global brands. Here, it was a fast production, easily deployable across all platforms.
Brand spot for the drop of a limited-edition sneaker. Target 20–30, sneakerhead community. Tone: urban, cinematic, rhythmic. No voice-over — only image and sound. 9:16 vertical format, perfect for Instagram Reels, TikTok, and YouTube Shorts. Works as brand awareness rather than direct call-to-action. Ideal asset for the teasing phase pre-launch: published two weeks before product availability.
Campaign strategy
This case study documents how kiricù shapes a spot 20" for the fashion sector: the video needs a readable hook, a clear product or category role, and enough room for captions, thumbnails, cut-downs and channel adaptations. The goal is not only to show a polished scene, but to create an asset that can live across paid media, organic social, landing pages or sales decks without losing clarity.
Creative direction
Creative direction is led by Filippo Tubino, founder and creative director of kiricù. Each video starts from the brief, audience, media context and delivery constraints; from there, three possible directions are developed and the strongest balance of memorability, production speed and commercial usefulness is selected. Generative AI accelerates casting, environments, scenes and iterations, but narrative responsibility stays human.
Delivery and variants
For an asset like First step, the master is planned together with its variants: vertical or horizontal crops when needed, shorter retargeting cuts, clean frames for social previews and files optimized for the distribution channel. This reduces the risk of rebuilding creative after approval and lets the marketing team test messages, durations and hooks without reopening a traditional set.
What to evaluate
The success of a spot 20" is not only visual quality. What matters is how quickly the promise is understood, how well the idea fits the fashion audience, whether the video reads without audio, how easily variants can be extracted and whether the first frame is clear. Those are the signals that make content useful in real distribution, not only in a portfolio presentation.
Before production
Before starting a similar project, kiricù clarifies the offer, mandatory claims, available brand assets, target market, priority channels and any legal or product constraints. This step prevents unnecessary revisions and makes it clear which scenes should be generated, which elements should be composited from real materials and which final formats the media plan actually needs.