adidas techfit launch
[ link / Adidas Techfit Control x RHEON™ ]
This is one of the most impactful launches for RHEON labs in the company's history. The first announcement of the partnership with Adidas needed to be accompanied by a strong support package that punched above its weight. If it was successful, it would path the way for a closer marketing partnership with future launches.
This project took two months, and it was challenging to demonstrate a product integrated only onto the surface of the product. I worked with RHEON's Brand manager to create a brief for the creative work. These provided a huge scope for experimentation. I used CGI and Macro Photography to create all the digital assets for this campaign.
The campaign centred around the controlling of muscles. The final videos were an exoskeletal reveal of the full suit, a didactic muscle wobble demonstration, an intriguing muscle showcase and documentation of the design process. Together its a simple and refined showcase of the product, with room for further videos in future launches of the same technology.
project type / product launch collateral
dates / jan to mar 23
art direction / louis ten kate
creative work / alfie
MUSCLE WOBBLE
This is a more rational part of the story. We need to explain the problem, that of muscles wobbling and wasting energy. It is not obvious or easy-to-see motion in real-life footage so the CGI musculature accentuates the movement, whilst the camera enhances the violence of the impact despite the pace of the video being slow.
This video used custom armature rigs, soft body simulations and controlled mesh movement to create the effect that is visible on high-speed footage.
MUSCLE INTRIGUE
This video was intended to intrigue the viewer. Starting from a simple concept of a celebration of the human form, the video grew quite naturally. It was created using 3D scans of real human forms and simple light movements and rendered in Blender Cycles.
BEHIND THE DESIGN
The brief for this video was to demonstrate the development of the Techfit garment at a frenetic pace. It gives a cross-section of the development of the labs and is the only real footage in the campaign. I filmed and created the CG for this video.
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.
EXPERIMENTAL WORK
During the early development of the project, I needed to develop a new visual language for the company to address the new "muscle control" technology.
The strain-rate sensitivity & energy absorbing capabilities of the material became a focus. I worked in Houdini to simulate the feel of the material when worn.
Much of this remained in WIP form as the direction of the project shifted with time.