Reebok approached us to launch a video series that built excitement around upcoming product releases. We created the concept to profile junior staff from the world’s top footwear retailers in a documentary style. Each episode showcased a different collaboration and was teased online prior to its release. The method emerged a viral campaign. “Stockboy” presented Reebok with a new, human face whilst providing insight into the lifestyle culture. The package of film, press release and social media tools drove sell-through and visibility for the Reebok Certified Network releases.