A very fun spot I did at Brand New School for the good folks over at TBWA/Chiat/Day. The creative brief from the agency was very minimal but fortunate enough, they trusted in me and my colleagues enough to pretty much give us free reign on this project. At the time, Adidas was coming out with a new shoe with a microchip in it -- a chip that monitors your running conditions and adjusts the cushioning in your sole accordingly. The goal for us was to come up with something that conveys the "intelligence" of the shoe with a focus on computing; the new Adidas shoe being the latest incarnation of technology...or something along those lines.
After a day or two chatting with my colleagues Ben Go and Clarissa Tossin, we ultimately went with the idea of illustrating the evolution of computing; showcasing iconic objects in computing history and literally transforming from the early era of computing being mainframes to a terminal, to a PC, a mobile device, and finally to the shoe.
As a geek myself, I always loved the design and look of the old IBM mainframes. Doing research for the objects we had in mind was a breeze but designing them was a little bit of a challenge. To make this spot look and feel connected to the shoe and to Adidas as much as possible; We designed all of the the objects, the surface textures, the lighting, and so forth, to echo the material and colour palette of the Adidas shoe. If you look closely, bits and pieces of the computers you see are actually made from parts of the shoe.
Animation proved to be a challenge as well. First was figuring out the animation of the transformation from one object to another. Lots of tests and versions was made and as usual with a lot of things, the best ideas come out at about 3am in the morning. The next challenge was figuring out the camera animation to weave everything together. We tried cuts, fast cuts, slow cuts but ultimately having a single camera move proved to be the most interesting out of everything we tried.
So there you have it. The clients were very happy with the finished product. So much so, they even used our style-frames as the basis for the design of the website for the product. The spot was featured on the Adidas website and also in Adidas stores across the country.
Directors for Brand New School: Dickson Chow. Ben Go, and Clarissa Tossin.
Designers: Dickson Chow, Clarissa Tossin
3D Artists: Dickson Chow, John Sadler, Kyle Cassidy
Compositors: Ben Go, Taekyu Kim