Going through the supplied PDF instructions for all the shoes, I worked out a few layout variations to accommodate the different and varied set of steps, depending on the shoe (or boot). Some required more text and steps than others, so I worked towards finding an average that would work to solve more or less content (text, imagery), while maintaining a similar composition throughout the spots.

After prepping the PDF files in Illustrator into layers, and in some cases adding to the illustrations to complete what was cut off or cropped from some layers, I identified elements that could benefit from 3D in order to elevate the visual language—such as the reel dials and some various tools.

Midway through production, Boa updated their brand, and the entire set of layouts and existing styles (text, color, logo elements etc) were revised to fit the new design.

Custom audio was also created, including sound design, as were a series of animated logo lockups for Boa to use in marketing materials, films, and social media.

Above is a mashup of some of the spots (not my audio).