ROLE: CAMPAIGN ART + CREATIVE DIRECTION / DESIGN / MOTION
ADIDAS VALENTINE’S DAY
This global digital Valentine’s Day campaign highlighted the comfort and quality of the lounge wear-inspired collection in its beautiful details, full of soft and cozy materials and level of craftsmanship sewn through and through it.
I concepted, art directed and designed the campaign creative including masters’ rollout and development of a digital toolkit.
The campaign was featured globally across key DTC touchpoints like dotCOM, App, CRM, social platforms and retail touchpoints.
PROJECT BRIEF
Modular campaign creative, and design system working across all digital and retail touchpoints + Global Digital Toolkit to inform campaign art direction across markets globally.
Valentine’s Day story featuring hero sportswear collection, that was inspired by today's hot topic of seeking self-love especially within Gen Z audience. Originating from the loungewear collection, it brings in fun through the use of graphic and heart icons. The campaign incorporates Men, Women and Kids with the focus on the family shopper.
INSPIRATION + CONCEPT IDEA
Just like the collection itself, the creative incorporates soft cozy materials, level of craftsmanship, stitching, embroidery, and all the little details that they were made with, as well as utilising photoshoot art direction. - advertising them exactly, as they are.
The final creative is directly borrowing the graphic elements and textures, creating a scrapbook-style moodboard that enables the design to be modular for market adaptations. Seeking self-love and wellbeing has never been so comfy.
Designs were both static and animated, and had to consider component safe zones and image cropping. Each component had versions of male, female, dual and kids creative and device size variation for desktop, tablet and mobile.
CONCEPT 02
Imagine floating around in the cosiest of cozy lounge wear, with self-love woven through each piece. That’s what this Valentine’s collection is about. There’s something for everyone in your love bubble. Friends, family, kids, lovers… you.
CREATIVE DEVELOPMENT
While ideating the concepts, we tapped into the V-Day classic of love is in the air messaging, and ultimately landed on Love Bubble.
I knew I wanted to explore some 3D in one of the routes, and this one seemed perfect for it. I had a vision of light-hearted love bubbles floating in the air. I needed 3D assets, animated. I only had some working knowledge of 3D and Blender at the time, but I pulled two all-nighters as I was too dedicated to make this one work.
PROCESS
I 3D modelled the bubbles in Blender, incorporating some of the shapes of the graphical elements embroidered on garments. My Mac is sadly not strong enough to run animation there nor render it all out. So I exported the bubbles as PNGs, and gave it a go in After Effects - bringing in the soapy wobbly movement as they float up, and play with depth of field blur and overlaps.
To make the whole design system also functional, the closest bubble works as a transition device between the outfits - to showcase more of the collection, as well as to hold some of the beautifully crafted details.
→ This concept didn’t make the final cut but I absolutely loved the challenge of developing it, and exploring different medium and software that I don’t get my hands on every day.
