Creative Director - Robert Waddilove



adidas asked us to create a follow up to the ‘Dopamine Boost’ campaign, to announce the release of a new version of the Ultraboost DNA/1.0 silhouette.

This new version was framed around a 44% reduction in the overall carbon footprint of the product, with the main production change being the removal of the plastic ‘cage’ which would usually hold the laces and the 3-stripes of the brand. Now, the laces would pass through knitted eyelets and the 3-stripes would be embroidered.

For us, the removal of hard plastics and the increase in weaved elements was the focal point to announce the shoe to an audience. 

This time we collaborated with a specialist 3D animation team at adidas, the whole environment around the product is taken over by threads, creating an embroidered, fabric landscape for the product to sit in, whilst highlighting the key features, material, and the Primeknit method of reducing those multiple parts into a single continuous woven piece.