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
RHEON™ INTRIGUE
The Introduction to the Adidas Zero Technology. This video is designed to capture attention and get the audience interested in a new technology.
The RHEON material technology grows on the surface of the shorts. blue highlights on the edge are an effect that builds on the videos from the Adidas x RHEON Techfit campaign.
BIOMECHANICAL LAB
This footage introduces the second part of the story: Demonstrating the movement of muscles using slow-motion video. The material improves running performance by reducing this movement of muscles. I filmed this in a small gym, and used tube lights to achieve a higher-tech look.
RHEON™ REACTIVE TPE STRANDS
This animation was designed to show the flexibility and flow of the fabric, then capture the stiffening of the material when it activates.
RHEON™ RESPONSIVE CONTROL
A shorter clip of the previous asset was requested so this is simply focussed on showing the activation of the technology.
DATA-DRIVEN DESIGN
A simulation of some of the techniques used in the design of the garments. Each of these I made using Grasshopper and used real data to design it. This was an entirely new visual language for the data-driven design at RHEON labs.
MUSCLES WITH DATA PLOT
Data vis of the accelerometer data recorded during product development. I simplified it and plotted it using Grasshopper.
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.