work

PROJECT:

ADIDAS CLIMA COOL

PARTNER:

ISOBAR

CHALLENGE:

Marketing the shoe meant getting an animated image that users could interact with online and on their mobile phones. But just how do you create that? The model would need to express the shoe's cooling benefits and other features, and be adaptable to many executions of a massive online campaign, while integrating with off-line campaign pieces.

SOLUTION:

PacDigital used actual shoe production files from the manufacturer to render, model and animate a 360 degree, CGI model of the ClimaCool from the ground up. The image would be used everywhere, so we made it versatile for on-and off-line executions, while mirroring the look and feel of the accompanying print campaign. Interested shoppers could now manipulate the shoe online—spin it, move it, change its color—to see if it was really for them. We were also bringing Isobar's creative ideas to life, as we improved their assets to live across the media spectrum, including inside the Adidas retail store.

RESULT:

For a month, the ClimaCool was everywhere. David Beckham was running up stadiums in them. Web animation-geek sites touted the microsite and mobile app. The idea that the shoe was transparent, yet high-performance, was clear. Sales were robust and creative awards for the campaign started tumbling in.

SERVICES:

– 3D Model
– After Effects Compositing
– Retouching