The Brief
Creation of an overarching Ultraboost DNA Toolkit which creates a unified campaign across four differing colourways. Including Concept dev, design & copy, CGI production & toolkit rollout
The main point of interest to be communicated to consumers is the unique new colourways featured across the packs. As such, the creative should be visually striking in a way that directly relates to each pack.
The target audience is the modern sneaker-head, conscious consumer and sport x style amplifier with tailored concepts for each of them.
PACKS: Animal Print, Black White Noise, Ice Cream, Summer Cookout
Our Response
We wanted to have a conceptual layer that could unite the disparate colourways, which would allow each visual concept to be approached similarly, whilst still embracing the diversity in the look and feel of each colourway.
As each colourway was vibrant, we were inspired by a recent trend called Dopamine Dressing, where people were dressing to make themselves feel good through bold colours and expressive combinations. A perfect accompaniment to this Ultraboost pack.
Execution
We concepted four unique approaches intending to reflect how each shoe’s colourway would make you feel. Animal Print leant into the feeling of brushing your hand over the fur of an animal, Summer Cookout reflected that feeling of laying in the grass on a warm summer day as the mottled light from the sun peeks through the trees, White Noise was heavily inspired by the look of digital sound waves and finally Ice Cream showed a Wonkaesque dive into some bouncy ice creams.
Working with animation studio, Woodwork in Amsterdam, each animation was developed from 3D scans of each shoe and allowed for a more immersive look and feel overall.
Animal Print Colourway
Summer Cookout Colourway
White Noise Colourway
Ice Cream Colourway
Each colourway mocked up in the adidas app