Sun & Sand Sports - Memories from the Sole | TVC Case Study
How HyperJump explored the connection between movement and memory in their standout brand film for Sun & Sand Sports.
In 2024, Dubai-based creative agency, The Content Factory, enlisted HyperJump Productions to produce a campaign video for sportswear brand Sun & Sand Sports. HyperJump was to create a series of video assets for their campaign, Memories of the Sole.
The goal was to create a campaign that captures the emotional resonance of people's memories throughout different phases of their lives, all tied together by a common element - shoes. Memories of the Sole had to be relatable, fun and something that would grab everyone's attention.
The ultimate idea agreed on was a short film, in which a runner retraces the path she used to run with her brother — revealing how memories stay with us long after the run is over.
HyperJump Productions played a pivotal role in the crafting a visual style for the Memories from the Sole campaign. The videos produced for this campaign were designed to be emotionally engaging, weaving together separate narratives with a shared focus on the significance of shoes in various life experiences.
After the idea was fleshed out, there was a concern about how, in stacks and cutdowns, would the idea of bringing the audience from the past to the present be shown. The concept, believe it or not, was inspired by the music video "A Lot" by 21 Savage ft. J Cole.
The idea of having a similar frame composition of the models' face and jumping between the past and future, with different colour tones, was such a powerful way to jump between the time periods, and the transition took half a second for any audience to understand. Rather than the cliché of a blurry sepia effect, we wanted something more powerful and punchy for 10-15 second videos to still push this message across.
Due to filming all the projects and set-ups on the same day, we had a few times in which the natural light when shooting outdoors wasn’t ideal. To challenge this, we used mirrors to re-direct the natural light and emulate a lower-angled golden hour effect. Paired with alot of half-silk diffusion butterfly frames, we managed to masterfully control the light's direction and quality, and make a 12 hour day shoot look as if it was mainly shot at sunrise and sunset.
This was also further re-enforced with a technical halation effect done in post, paired with deeper yellows to really sell the effect. This overall really made the film a cinematic experience for viewers, emulating techniques commonly done on film sets to really craft beautiful images.
The approach of the commercial was done also to contrast the past and present with a sense of motion. We had most of the present, quite intentional and fluid, with each movement quite slow and sharp, but with the past we wanted to have the fun nostalgic energy that came with beautiful memories. That meant lots of handheld raw shots, a bit sporadic as the camera would follow and even miss some of the action, but the importance was the emotion and feeling of freedom that came with that memory.
The project ended up being a huge success, and used widely by Sun & Sand Sports to promote their campaign. They had in-store display, featuring these videos on display screens at key locations, including the World Trade Centre and Dubai Mall stores.
On YouTube, the main campaign video received over 1million views on SSS's YouTube channel. Shortened versions of these videos collectively garnered over 5 million
views. On Instagram, the videos achieved over 6 million plays collectively. Most importantly, the videos successfully conveyed the emotional core of the campaign, strengthening Sun & Sand Sports' connection with its audience.
Have a project you’d like to talk to us about? Contact us now at info@hyperjumpproductions.com or at (+971) 058–599-8064.
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