adidas zero launch
This launch followed up on the Techfit launch early in the year. I led the art direction and created all the assets for this project.
IAssets are designed to be suitable for both the client [Adidas] and RHEON labs itself. This project had a much shorter timespan, with only 1 month to work on. It was important, therefore to keep focussed on the core messaging:
1. Marginal gains can make a huge difference to the performance of the athlete.
2. Demonstrate the muscle movement that the technology reduces.
3. The RHEON technology focuses your muscles' energy.
4. The creation used data-driven design methodologies.
project type / product launch collateral
dates / jul to aug 23
art direction / alfie
creative work / alfie
Social Media feed
There was a focus here to maximize the impact of the content whilst minimizing lift. Content is repurposed from R&D, the final content and some simple still renders and macro photos. This reduced the overall lift and meant that the post-launch support could continue for a few weeks with 2 posts a week.
Focus your muscle's energy
Additional assets were made for social media that used images from Adidas' media teams. I changed the visual style to capture the abstract message of focusing your muscle's energy.
Budget contraints
With a wide scope for assets identified at the start of the project, many of the options were eliminated due to budget. The benefit of an in-house team is that CGI has no major costs and is much more reliable to budget for. For that reason I couldn't do any photography or videography of the product myself, but relied on the client to provide. Desipte that, I was able to make the video asset of the Biomechanical lab.