# Concept build: Vance Athletic: A launch campaign for a new running line

> A concept build: a fictional brand we designed to show what this looks like. It is not a client engagement and the numbers are modelled, not measured.

A concept launch for a running-shoe brand: one story, a master film, six platform cuts and a set of stills, produced as a single campaign in three weeks.

## Challenge
A product launch needs film, stills and social assets that all tell the same story and fit each platform natively, on a launch date that does not move.

## Approach
- **One idea.** A single line carried through every asset: run your tomorrow.
- **Native cuts.** Widescreen for the site, vertical for the feed, square for ads — each framed, not cropped.
- **Product accuracy.** Every shoe shown matches the real product in colour and proportion.
- **Ready for launch day.** Assets delivered with captions, thumbnails and a posting plan.

## Built
- Launch film master
- Six platform cuts
- Twenty-four stills
- Captions and thumbnails
- Launch-day posting plan

Stack: Motion design, AI-assisted visuals, Editing, Sound design.

## Scope of the concept (worked example)
Assumptions:
- Master film: 1
- Platform cuts: 6
- Stills: 24
- Timeline: 3 weeks

Arithmetic:
- Total finished assets: 1 + 6 + 24 = 31

Scope only, not a performance claim. We do not model sales results for creative work.

Page: https://devraxo.com/work/vance-athletic/