A product collection tied to an NFT drop by adidas' Metaverse team.

To align with the digital collectibles, we crafted an aesthetic that prompts questions about the reality of the product. We combined true-to-life representations with creative distortions unique to the digital world, defying the laws of physics and challenging viewers' assumptions. Deliberately contrasting photorealism with surrealism in our world-building encourages deeper exploration and discovery.

To gather user data about interactive media engagement we integrated a 3D collection browsing component on our product pages and an AR VTO lens accessible via Snapchat.

An online experience where you can browse through a collection connected to Web3 and a test to learn if consumers would engage in a 3D shopping experience.

Credits

Richard Askin Creative Director
Maarten Apeldoorn Creative Lead
Sophia Feary Project Mgmt
Nadine Kuilboer Digital Producer
Luke Welch Portfolio Mgmt
Woodwork Agency CG Production
Beyond Agency Augmented Reality

An innovative production tool designed to digitize branded product-in-context photography through photogrammetry and real-time 3D technology.

We developed an internal toolset catering to marketing, creative, and UX teams, empowering them to effortlessly generate large quantities of photorealistic product content. This content serves diverse purposes such as eCommerce, traffic routing, and AB testing. Transforming the 3D creation process into a self-service tool removes traditional barriers, facilitating rapid iteration, cost reduction, and increased production capacity. The integration of our photogrammetry pipeline with an ever-expanding library of virtual environments allows for on-demand, high-volume virtual photoshoots.

We employ digital scanning on a large scale to capture footwear, generating a comprehensive library of 3D assets primed for integration into virtual settings. This digitization method serves various purposes, including automated image and video production, crafting assets for AR-based virtual try-ons, and developing customized real-time 3D files.

We conducted consumer testing to assess the reception and impact of the virtually produced content for eCommerce. The results revealed a remarkable upswing in content performance, marking one of the most substantial improvements in years when compared to conventional assets. This success prompted the initiation of a subsequent phase aimed at constructing a scaled, automated pipeline to replace standard eCommerce imagery and product videos for specific products.

Credits

Richard Askin Creative Director
Maarten Apeldoorn Creative Lead
Johan Ahlqvist Art Direction, UX & Tech
Sophia Feary Project Mgmt
Luke Welch Portfolio Mgmt
Arran Royle CG Production Lead
Mike Voropaev CG Technical & Automation
Ronald Kraft 3D Environment Artist

A project that spans multiple phases aimed at reimagining how and why users engage with eCommerce content, and how adidas can do this on a large scale. The goal was to explore new directions through initial pitches, creative and production research, and development, leading up to campaigns and eCommerce delivery.

The project aimed to enhance our production setup to effectively communicate product use, functionality, and cultural relevance to shoppers during their shopping experience.

We nailed it with one of our ideas called the Athlete Capture Lab. The aim was to dig deep into the creative methods, the challenges we faced at the start, and the nitty-gritty of setting up and running a big-scale studio focused on capturing top-notch motion content for our eCommerce products.

What we figured out in this project is now a big part of how we create adidas' content for online shopping. The ideas and lessons from this test have directly influenced how we plan, produce, and define the purpose behind lots of the content in our digital team.

The initial pitch project was run over two weeks away from the bounds of day to day reality, imagining three new directions for how consumers might discover, browse and shop digitally. The brief was intended for inspiration, not integration, to fuel further R&D, direction and internal discussion. We produced the strategy, creative, multiple content productions and final presentations within this sprint.

Credits

Richard Askin Creative Director
Luke Miller Creative Lead & Art Direction
Grace Cowlard Copy & Tone
Sophia Feary Project Mgmt
Korinna Bognar Production
Dan Shaw Portfolio Mgmt
Freek Zondervan Director / DOP
Countless others

From product design to content production exploration We explored tech, creative requirements, and processes to turn our design files into interactive 3D things that can be used in consumer-faced digital content and experiences.

This was our first try at going all-digital in our production process, connecting our design work to the creative side of things. We wanted to see how it could make things more creative, easier to produce, and work on a bigger scale.

This project kickstarted a big move towards using more 3D stuff at adidas. It led to us looking into how to better connect different teams, like the ones that design products early on and the ones that market them later. We saw how much people liked it, so we focused on making things work better between teams to create more engaging experiences for customers.

Credits

Richard Askin Creative Director
Maarten Apeldoorn Creative Lead & art direction
Johan Ahlqvist Design & prototyping
Luke Welch Portfolio Mgmt
Arran Royle CG Production Lead

We tested two things in this pilot: the tech's smoothness and influencer-driven commerce. Local sneakerheads ran the campaign after winning a competition, creating a New York-centric, low-key vibe. adidas kept it hush-hush for an exclusive, under-the-radar purchase experience.

The Rivalry Lo pilot's success paved the way for more NFC and connected experiences in upcoming adidas products. Our collaboration with Bluebite persisted, opening the door to diverse digital experiences – from storytelling to unlocking exclusivity and facilitating purchases across the brand.

Credits

Richard Askin Creative Director
Eelco Gunlisbergen Art Director & Designer
Kwame Wilson Copywriter
Fadi Sulaiman Copywriter
Dan Shaw Portfolio Mgmt