Telling a complicated story with a simple image
Skins was a new footwear concept that divided the shoe into a structural core and a fashionable outer sole, or ‘outers.’ The outers were flexible and compact so that they could be stored away and packed for travel.
At the time, the company was having difficulty with its traditional lifestyle photography, failing to convey the uniqueness of its innovative product. Clabots felt the best way to tell this dual story was to shoot dual images of the models with mirrors. On one side of the mirror, the models were fully clothed; on the other, they appeared in only their underwear with the structural ‘inners.’ This dual imagery inferred that the inners were as essential as your underwear. It also gave the ads a stand-alone sex appeal, leaving the viewer wanting to know more. The only explanation was a link to the website.