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. To make the computers look and feel connected to the shoe and to Adidas brand as much as possible; We designed all of the the objects, the surface textures, the lighting to echo the material and colour palette of the shoe. If you look closely, bits and pieces of the computers you see are actually made from parts of the shoe.
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