Adidas Football - AW16 Footwear
Agency: FITCH
Context
As a global sponsor of UEFA EURO 2016, The lead up to this event was a critical time for adidas to capture fans’ attention. We were challenged with developing everything from campaign creative to retail expressions, for 3 consecutive boot launches. Each boot pack had a natural progression from one to the next. A key aim for retail, was to maximise the time with the top players, and create a kit of parts that would seamlessly (and cost effectively) migrate from one creative to the next.
Solution
For the campaign creative we played with a mix of urban materiality, and an out of this world, shimmering metallic visual style. The Art Direction employed light gels, mist and vapour to differentiate between the boot packs, even though we were in a single location per player. For retail we had a system of physical structures that matched to photoshoot, but with removable graphic panels and changeable video for each new launch.
