My adidas
Global integrated campaign
Agency 180 Communications Amsterdam
Role Concept + art direction + design
adidas developed a new range of adventure, basketball, running and skateboard's shoes – and asked us to develop a campaign to launch them all at once. The challenge was to communicate the vastly deferent and distinctive features, radical designs and innovative fabrics to a young international audience across all media. Our solution was create a series of 30" narratives around representatives of the target group who also personified the shoes. The executions embody both product feature and brand ethos by portraying young active creative individuals customising their environment in symbiosis with their new favourite shoes.
The online platform reflected the idea of personal 'customisation' by offering four different online creative tools – letting you edit your own ending of the TV commercial, compose your own hip-hop track, create a custom running labyrinth and design your own skate park
