Avrett Free & Ginsberg(AFG) in tandem with Voodoo Arts Productions’ team, Bernard Nadeau, Director and Richard Ostiguy, Executive producer utilized complex logarithms to compose the “controlled chaos”. An organic effect, the never-seen-before motion is a combination of brute force in-camera technique and state of the art digital composite. The pulsing action was accomplished by using multiple camera passes. Voodoo Arts uses a variety of digital tricks where they employed Discreet Logic and Shake software to enhance the effect.

The TV campaign for “The Beat” will commence on air August 1^st on programming such as, BET Rap City, BET Live, BET:INY, MTV’s new Tough Enough, JackAss, TRL, among others including the MTV Video Music Awards in September 2001. Other TV buys include WWF programming (US and Canada), UPN (including the Source Awards 8/28), Comedy Central’s South Park and Battlebox, MuchMusic and NY Undercover.

The print ad sits like an abstract piece of art embodying the movement encompassed within “The Beat” TV commercial. Jeremy Wolff, known for his eye catching patchwork creations that have been brought to life on the covers of Newsweek and Fortune, has implemented his creative vision for LUGZ. Unlike traditional photos being one instant from one point of view, Mr. Wolff invokes the human experience of realistic perception incorporating multiple viewpoints and the passing of time. Placement will include the Source, Vibe, XXL, Slam, Spin, Stance, Maxim, URB and a host of other notable print.

From its auspicious inception in 1993, LUGZ has been an innovator in the footwear market from its trend-setting styles and a rich endorsement history of hip hop entertainers to the well-known animation character themes famous today. As a fashion-forward brand, LUGZ has adopted a marketing-forward approach continuously re-inventing their well-known campaigns, while managing to stay faithful to its core urban base. The corporate mission is dedicated to offering fashion, quality and style – product that is built for the city – at competitive price points. Over the years, these marketing concepts reinforced the LUGZ brand helping it to become a leader in urban footwear with 2000 sales in excess of $150 million.

CONTACT: CALVIN PETERS, LUGZ FOOTWEAR
212-691-4700 EXT 195 or CPETERS@JSSI.COM