AUGUST 2024
Hypsole Launch Campaign
Primary Designer
Hypsole is an emerging brand entering the market with a sleek, 3D-modeled cleat guard—an accessory that’s not yet widely recognized. At Superbolt, I worked with a team of designers and copywriters to develop a launch campaign that introduced the product in a way that felt elevated, clear, and distinctly premium.
A major challenge was product clarity: we needed to make it immediately obvious that we were selling cleat guards, not cleats. To address this, we focused heavily on visuals that showed the product both on and off the shoe—helping establish its function and appeal at a glance.
Taking cues from high-end sportswear and luxury fashion brands, we crafted ads with a refined, minimal aesthetic. Typography was kept intentionally subtle—highlighting product benefits without overpowering the visuals—to preserve a sense of sophistication. At the same time, we leaned into sharp editing and quick pacing to reflect the energy and movement of the sports world.
Audience strategy also played a major role. While the product was designed for younger athletes, we knew the purchasing decision would often fall to their parents. So we struck a balance in tone—messaging that felt relevant and aspirational to student athletes, but also practical and persuasive for the adults buying it.
The campaign was launched across Meta platforms, and created with Adobe After Effects and Photoshop.