For their FW/2012 global campaign, Adidas calls on heavyweights such as Nicki Minaj and Jeremy Scott. On the interactive side, fans from around the world are challenged to "Represent Their Crew" by uploading content showing what makes them the most original crew in the world.
To bridge the global spot and the interactive campaign and to call all crews to action, an introduction film was needed to tell the story and excite crews to participate. Sid Lee Amsterdam asked Woodwork to integrate animations into the existing campaign footage.
My Role: Art Direction, Design & Animation
For their Fall / Winter 2012 global campaign, Adidas calls on heavyweights such as Nicki Minaj and Jeremy Scott. On the interactive side, fans from around the world are challenged to "Represent Their Crew" by uploading content showing what makes them the most original crew in the world.
To bridge the global spot and the interactive campaign, and to call all crews to action, an introduction film was needed that would tell the story and excite crews to participate. Sid Lee Amsterdam asked Woodwork to integrate animations into the existing campaign footage. After creating our edit we took a hands-on approach by drawing the graphics on frame by frame. This was accompanied by some cell shaded, tracked 3D elements that reflect the visual language of the interactive platform.