The Athlete's Foot: Keyboard Queen by BMF Sydney, Goodoil Films for Athletes Foot

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The Athlete's Foot: Keyboard Queen

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market Australia
Agency BMF Sydney
Executive Creative Director Carlos Alija, Laura Sampedro
Producer Chana M
Editor Tim Mauger
Agency Goodoil Films
Director Hamish Rothwell
Production fin
Released July 2012

Credits & Description

Category: Sportswear
Brand: Athletes Foot
Agency: BMF, Sydney
Country: Australia
The campaign plays on The Athlete's Foot core differentiator of Fit and heroes the importance of 'fit', to help find the things that you love doing in life and having the right shoe to support these pursuits.


Through a series of three film-style documentaries, shot and directed by acclaimed director Hamish Rothwell from Goodoil, the campaign highlights the different ways people have found their fit.


Says Carlos Alija & Laura Sampedro, Joint ECD's at BMF: "The challenge of this campaign was to create a new brand platform, extending the benefit of having the right shoe fit into a more emotional territory: finding your fit in life".


The three TVC's will be supported by a digital and print campaign, as well as POS presence.

Category: Sportswear
Client: Athletes Foot
Agency: BMF, Sydney
Production: Goodoil Films
Country: Australia
Director: Hamish Rothwell
Executive Creative Director: Carlos Alija
Executive Creative Director: Laura Sampedro
Creative team: James Pash
Creative team: Carlo Mazzarella
Creative team: Andie Graham
Creative team: Trent Hendrick
Producer: Chana M
DoP: Crighton Bone
Account Director: Brad Smith
Account Director: Alison Primmer
Planner: Emily Taylor
Planner: Anna Barnwell
Post production: fin
Agency Producer: Katie Harper
Editor: Tim Mauger
Music + Sound Production: Turning Studios & Song Zu
Managing Partner - Stephen McArdle
Digital Lead - Nev Fordyce
Online - Fin
Grade - Nik Ponzoni
Business Lead - Rebecca Morton