A brand campaign for Adidas, where Technological Innovation Meets Athletic Performance. CG characters are a visual metaphor for Adidas shoes. Emphasizing Adidas as your workout companion. Mock client brief.
Adidas, Your Workout Bestie
TAGLINE Passion, Power, Performance - Adidas, Your Workout Bestie
In an ever-evolving world, where technology and athleticism intersect, Adidas stands tall as
“The Champion of Digital Innovation and Sportswear, and Your Workout Companion”.
Global Flagship Stores
SEOUL - Posters
THE CHALLENGE Create a visually striking and dynamic commercial for an Adidas campaign, which emphasises their brand values and their passion for innovation and use of technology in design development. And to attract a new demographic between the ages of 20 and 30 years old.
Global Flagship Stores
NYC - LED screen
The brand is at the forefront of sports and innovation, but their priority is you. This campaign will celebrate the unique blend of athletic passion and digital progress, showcasing their materials in a personal and fun mood.
LONDON - Poster
Characters designed and animated in Cinema 4D, rendered in Redshift, cloud VDBs created in Houdini. Filmed using Black Magic Camera on green screen, motion capture data recorded using Rokoko and pulled from Mixamo, with additional tweaking. Composited in Nuke Studio. Type and logo animation in After Effects.
Thank you to Rachel Pina for starring in this piece.
Research
AUDIENCE Typically sports enthusiasts, amateur athletes and professional athletes. Also appeals to those who view sport and fitness as part of their lifestyle and self image. The age demographics are those between the ages of 25-34 years old, split almost equally between genders.
VALUES Courage, ownership, innovation, team play, integrity, respect, sustainability and creativity.
A German athletic apparel and footwear brand founded in 1949 which values courage, ownership, innovation, team play, integrity and respect. It is the second largest sportswear brand, recognised worldwide.
Materials
CloudFoam, 3D printed soles, subzero yarn, recycled polyester, clima cool, clima chill, Parley Ocean Plastic, recycled wood and cork, UPF protection
Art Direction on the Green Screen
Compositing in Nuke
One of the main challenges of this piece was keying out the model to composite her onto a CG rendered background alongside the character. This was my first time doing this, and it was interesting to learn this new technique and delve deeper into the technical capabilities that Nuke has to offer.
Character Exploration
I really enjoyed this part of the project, I had never done character before so I wanted to challenge myself.
And it definitely was a challenge!
Originally I was designing for one character that would be made up of a variety of Adidas materials. However, with the limited time that I had for this project I decided to focus my attention to 2 characters
Backdrop and Framing Exploration
The aim for the background was to create studio backdrop, something that would fit into the Adidas world- sleek and modern, with contrast and vibrancy.
Additional animation in After Effects
Overlayed textures alternate version
