Art Direction • Animated Graphics
For adidas new app Confirmed, we developed two videos to present how adidas has engaged with sneaker culture throughout time. The first video was about the evolution of sneaker Unboxing and the second about Customisation Culture. The concept : to tell the story of unboxing and customisation, through the unboxers; historians; creators who were inspired by and who helped write the history.
We selected key creators to answer interview questions which will go through the history of unboxing and customisation culture. We dived into key moments, referencing different events.
Throughout their answers we used graphic elements overlayed to help tell their story. Such as cutting to different videos , floating graphics , multimedia assets, kinetic timeline and infographic devices.
In our Unboxing video as the timeline develops, we will use different cursors and screen styles to give ode to the technology modernising.
In the Customisation video, we worked with multimedia graphic overlays, to create a textural material world that guided the user through the timeline.
We built the video in–house at Annex88. I was a creative lead in this project, building the concept; directing and co-creating the graphics; co–managing copy, editing and interviewing the unboxes.
Credit : Annex88
