adidas
4D Run 1.0
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Art Direction and Design
For the launch of the adidas 4D Run 1.0 we chose to explore further capture innovation techniques in line with the previously defined 'product experience page'. The added task to the overall product was to match the four experiences to the four selected colour ways, making sure that we achieved four near identical experiences regardless of what colour the consumer was viewing.
Two shoots were defined in advance through shot lists and camera movement definitions. The first shoot concerned athlete movements capturing the products flexing and making impact whilst running. Due to well defined time line we alternated products per shot to continuously make sure that we were consistent in the shots that we had captured.
The footage was used for individually designed Product Experience Pages for the adidas app. These followed on from previous explorations in experience pages but allowed for greater refinement in their graphic elements and selected motion clips.
The second setup was based around macro details whilst product was on model. Markers were placed for our athletes and rotational camera movements were carried out around the products to highlight specific USPs in macro detail.
adidas
4D Run 1.0
-
Art Direction and Design
For the launch of the adidas 4D Run 1.0 we chose to explore further capture innovation techniques in line with the previously defined 'product experience page'. The added task to the overall product was to match the four experiences to the four selected colour ways, making sure that we achieved four near identical experiences regardless of what colour the consumer was viewing.
