Comet Apex - For India on the move

The brief   for this like any product launch was to build a concept around the shoes. Come up with a logo and the whole creative universe for it.

 

Comet is a homegrown lifestyle brand emphasising on exceptional craftsmanship, meticulous design, and quality materials. And this particular shoe was one of their most detailed and thoughtful design, completely re-inventing the way people can walk specifically for people in India.

(This was a mock project given as a interview assignment)

Visual Direction

Tagline:

For India on the move

The idea

Comet Apex · launch campaign — We pair the shoe with the everyday Indian things it makes irrelevant — the local-train seat you don't need, the wet floor you won't slip on, the mochi you'll never visit — selling the feeling of each quality, never the spec.

Where I started.
 ‘Our most technical shoe made for India on the move’ - This is what I took from the blog where its shown how thoughtful and complex the whole shoe is built. BUT , Nobody in India buys a shoe because of its foam density. We buy how it makes us feel. And the Apex's real magic isn't a number on a spec sheet — it's that it disappears on your feet so you can just keep going, through a day that's honestly out to get you.

 

So here's the idea.
 I stopped selling the shoe, and started selling the thing the shoe makes you stop needing. Every ad puts the Apex next to one everyday Indian object it quietly defeats — the local-train seat you don't fight for, the wet-floor sign you can ignore, the mochi you'll never visit, the pothole you don't even feel.

 

How it shows up.
 One relatable object, the real shoe, and a line that makes you smile. The feeling does the selling; the spec hides in the small print. Each quality gets its own colour — and every frame signs off the same way.

 

Why it lands.
 It's instantly relatable , it's funny enough to share, and it's so Indian no global brand could copy it — while the shoe stays the hero in every single shot.

Comet Apex — For India on the move.

COLOUR PALETTE

Everyday objects, made the hero

“Cute

pothole.”

Feeling-first wit · never specs

One step further

What else can we do for the campaign?
 In the whole campaign, Apex is discarding the things which just don’t matter when one wears the shoe.

So we do a "Out of Order” sticker campaign,

Each sticker carries only the line, a tiny QR, and Stay on your feet. No shoe. The real world becomes the ad — the joke lands exactly where the situation happens, so it's relatable and perfectly targeted. People photograph them, the QR goes to the drop, and you've turned the city into media for the price of a sticker run.

Idea #2
 Monsoon season is upon us.
Comet can collaborate with i.e. Bangalore traffic police and place caution wet floor signs but with a twist.
Highlighting its strong grip quality.

Reserved for no one sticker Not your problem sticker Caution wet floor except Comet wearers sign

Low cost . Highly sharable . Make the whole city spots your ad . Collab with brands

Back

Comet Apex - For India on the move

The brief   for this like any product launch was to build a concept around the shoes. Come up with a logo and the whole creative universe for it.

 

Comet is a homegrown lifestyle brand emphasising on exceptional craftsmanship, meticulous design, and quality materials. And this particular shoe was one of their most detailed and thoughtful design, completely re-inventing the way people can walk specifically for people in India.

(This was a mock project given as a interview assignment)

Visual Direction

Comet Apex · launch campaign — We pair the shoe with the everyday Indian things it makes irrelevant — the local-train seat you don't need, the wet floor you won't slip on, the mochi you'll never visit — selling the feeling of each quality, never the spec.

Tagline:

For India on the move

The idea

Where I started.
 ‘Our most technical shoe made for India on the move’ - This is what I took from the blog where its shown how thoughtful and complex the whole shoe is built. BUT , Nobody in India buys a shoe because of its foam density. We buy how it makes us feel. And the Apex's real magic isn't a number on a spec sheet — it's that it disappears on your feet so you can just keep going, through a day that's honestly out to get you.

 

So here's the idea.
 I stopped selling the shoe, and started selling the thing the shoe makes you stop needing. Every ad puts the Apex next to one everyday Indian object it quietly defeats — the local-train seat you don't fight for, the wet-floor sign you can ignore, the mochi you'll never visit, the pothole you don't even feel.

 

How it shows up.
 One relatable object, the real shoe, and a line that makes you smile. The feeling does the selling; the spec hides in the small print. Each quality gets its own colour — and every frame signs off the same way.

 

Why it lands.
 It's instantly relatable , it's funny enough to share, and it's so Indian no global brand could copy it — while the shoe stays the hero in every single shot.

Comet Apex — For India on the move.

Everyday objects, made the hero

COLOUR PALETTE

“Cute

pothole.”

Feeling-first wit · never specs

One step further

What else can we do for the campaign?
 In the whole campaign, Apex is discarding the things which just don’t matter when one wears the shoe.

So we do a "Out of Order” sticker campaign,

Each sticker carries only the line, a tiny QR, and Stay on your feet. No shoe. The real world becomes the ad — the joke lands exactly where the situation happens, so it's relatable and perfectly targeted. People photograph them, the QR goes to the drop, and you've turned the city into media for the price of a sticker run.

Idea #2
 Monsoon season is upon us.
Comet can collaborate with i.e. Bangalore traffic police and place caution wet floor signs but with a twist.
Highlighting its strong grip quality.

Reserved for no one sticker Not your problem sticker Caution wet floor except Comet wearers sign

Low cost . Highly sharable . Make the whole city spots your ad . Collab with brands

Back