Client:
adidas
Creative Agency:
The Studio, Hill and Knowlton (H+K)
Summary:
Due to Covid-19, physical events for mass gatherings of guests and media to launch new products are unable to happen. A physical space provided a backdrop with visual components to tell a story for the camera. This was the digital launch streamed live to media to reveal the newest running shoe ‘adizero’, inside the headquarters of adidas in Herzo, Germany.
Camera footage streamed the story of the running shoe through a series of installations and visual backdrops, presented by an adidas ambassador. These stories included the history of the shoe, the design studio and test lab, followed by the reveal of the shoe.
This project was designed and delivered in 2 days to production build, directly with adidas and their production team.
Concept:
The space comprised of a series of areas for live camera streaming. For this reason, a linear journey was created from left to right for a camera to move with most efficiency and limited obstructions.
The areas included, a graphic and photographic archive of the history of the running shoe, displaying running times next to their previous iterations of the shoe. The design studio and test lab, where insights into the latest innovations are demonstrated. Followed by the launch of the shoe.
Concrete scenic paint finish and spray paint graphics reflected visual elements of road running throughout. Real design sketches were scattered throughout the space, whilst footage displaying product testing showed the innovations. All spaces brought to life their area focus, in their unique way.
The reveal at the end focused on the product, with colourful filtered photographs in the palette of the shoe as a complimentary backdrop.
Role:
Senior 3D Designer & Visualiser
Project Involvement:
- Consultancy
- Collaboration with adidas
- Collaboration with PR (H+K)
- Design development
- Design visualisation
- Client presentation
This project was a unique project. It was an extremely quick turnaround within 2 days directly for adidas and their production partners in Germany.
Design visualisations were used for sign off and used directly for production.
Concept:
The space comprised of a series of areas for live camera streaming. For this reason, a linear journey was created from left to right for a camera to move with most efficiency and limited obstructions.
The areas included, a graphic and photographic archive of the history of the running shoe, displaying running times next to their previous iterations of the shoe. The design studio and test lab, where insights into the latest innovations are demonstrated. Followed by the launch of the shoe.
Concrete scenic paint finish and spray paint graphics reflected visual elements of road running throughout. Real design sketches were scattered throughout the space, whilst footage displaying product testing showed the innovations. All spaces brought to life their area focus, in their unique way.
The reveal at the end focused on the product, with colourful filtered photographs in the palette of the shoe as a complimentary backdrop.
Role:
Senior 3D Designer & Visualiser
Project Involvement:
- Consultancy
- Collaboration with adidas
- Collaboration with PR (H+K)
- Design development
- Design visualisation
- Client presentation
This project was a unique project. It was an extremely quick turnaround within 2 days directly for adidas and their production partners in Germany.
Design visualisations were used for sign off and used directly for production.