In order to remind the running community of adidas’ technology credentials, IRIS London filmed the brand’s development experts explaining the technical uniqueness of their shoes and [...]

In order to remind the running community of adidas’ technology credentials, IRIS London filmed the brand’s development experts explaining the technical uniqueness of their shoes and clothes. th1ng’s task was to make these films more dynamic whilst directing the viewer’s focus towards ‘the science bit’.
 
The project presented a few creative challenges: firstly, the graphics had to be informative and technological whilst being simultaneously engaging; secondly, the graphics had to unify the set of 20 films, which had all been shot and edited in advance.
 
The solution was to create a simple framing device for the important action within the screen. This also created space for supporting titles. Everything was kept to simple basic shapes of white flats in solid black. Semi-transparent and white elements were designed and animated to direct the viewers’ attention and link to the on-screen action. The design of the applied graphics appeared almost as blue print and a glow effect was occasionally added to further emphasise action and key details of the film. This helped maintain adidas’ brand identity whilst creating a homogenous feel across the campaign.
 
CREDITS:
Project Title: adidas running ‘impossible is nothing’
Launch: September 2009
Prod Co: th1ng
Director: th1ng
Prod Co Producer: Lisa Hill/Lydia Russell
Creative Agency: IRIS London
Post Production: th1ng
Exposure: Online