Chromat x Reebok SS20 ZIG KINETICA
EXPLORING DIGITAL CONNECTIONS
The SS20 Chromat x Reebok Zig Kinetica envisioned by Pussykrew
The Chromat x Reebok Zig Kinetica campaign, concepted and created in quarantine, captures the experience of living life in fully digital realms.
Chromat collaborated with New York-based Polish CGI artist duo Pussykrew to render the experience of finding connection through our screens.
SHOP ZIG WHITE
A dance challenge filmed on a rooftop and transmitted to a bedroom screen culminates with a long-awaited IRL meeting (once it's safe again).
The connection between the #ChromatBABE avatars is one forged through digital communication in cyberspace while sheltering in place.
Pussykrew generated a virtual experience that explores space between gender, identity, and the post-human universe. Through their creative work, they aim to transgress borders and create new utopian realities.
SHOP VECTOR NAVY
The Spring/Summer 2020 Ten Year Anniversary Collection draws inspiration from deep sea and space exploration. The bold colors and technical aspects from these unknown worlds were applied to the Reebok Zig Kinetica's three-part energy system in three colorways: zig white, solar yellow and vector navy.
For every Zig Kinetica order, Chromat is donating 20% of proceeds to NYC + Miami based Covid-19 Mutual Aid networks: {F}empower's Miami Community Bail Fund and The Campaign Against Hunger, one of NYC's largest emergency food programs.
Shop the SS20 Collection here.
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Go Behind the Screens with Creative Director + CGI Artist Pussykrew
Chromat founder Becca McCharen-Tran interviews Tikul and Mis Gogo of Pussykrew on their experience in quarantine and building community online.
What was your inspiration and process behind the new campaign?
We've been fascinated with virtual spaces and expanded realities since the early days. We strongly believe, love, care, and affection can be transmitted via different communication channels.
Has your creative process changed while sheltering in place?
We've always been staying creative despite the circumstances. As digital nomads, we learned to adapt really well to different conditions. Creativity is something that drives us and provides the balance. When it comes to creative adventures, our life always revolved around extended realities and more inclusive digital world-building, this hasn't changed.
What music did you listen to while creating this world?
Healing frequencies, 174Hz and melancholic scapes.
One of our long time favorite friends - HTRK - Venus is Leo and Over the Rainbow.
What inspires you about CGI and digital world-making?
Building virtual futures, expanding realities, providing our friends and peers with digital safe spaces and soothing immersive stories to explore.
How have you utilized digital spaces to build community?
Online reality has always been a vital element of our creative practice, and this is where our adventure with CG started. Without online communities, it would be hard to thrive, exchange knowledge and experiences, and support each other. Irl is cool, but for somebody who had limited resources when starting the adventure with digital media, online space always felt liberating. It all has changed a lot since we started, but we hope there still might be places in the cloud where one's presence doesn't have to be constrained.
How do you imagine a world post-quarantine?
We won't be back to the previous state of being for a while or maybe never. We hope it will be still possible to reimagine the future and adapt to new conditions that we will be facing. We hope we can learn from this experience, come up with ways to apply radical solutions, and build an equal society.
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Shop the Chromat x Reebok SS20 Collection here.
Learn more about the SS20 Ten Year Anniversary Collection here.
Learn more about Pussykrew's CGI work here.
