PureBoost FW19
Running category – Strategic development and execution
Agency Brand Articulations
Role Creative supervision + concept development + art direction
Work 1 film 1'30" + 2 event installations
Editing Nikaj Gouwerok | SFX PostPanic | Audio Amp | Video installation Billmann | Tactile installation Act3
The agency tasked me to supervise the creation and the execution of the adidas GTM1 meeting. During this event, global heads of adidas running from all markets were introduced for the first time to the franchise and upcoming running shoe PureBoost FW19. This presentation consisted in two installations and aimed to generate anticipation. First, an introduction film explained the strategic concept of 'maximum adaptability' behind the shoe, then, the participants were invited into a tactile area – purposely made of raw materials such as asphalt and concrete – where they could test some prototypes and receive further explanations on the innovations behind the product by the Head of Design.
GTM1 Introduction film
