adidas
Ultraboost 5
The return of an icon, the Ultraboost 5 is here to harness your running energy. Innovated for more cushion, more comfort and less weight for a run like no other.
Run smarter
Working directly in collaboration with adidas and TBWA, FutureDeluxe was tasked to tell the story of energy for the launch of the Ultraboost 5, demonstrating almost a decade’s worth of development and innovation. How do you visualise energy? We used light as an optical motif to represent the energy shifting along the shoe and into the ground.
Research and development
The core of the project was built around human analogue aesthetics, using the live-action set by TBWA allowed the art direction to expand into the Boost universe. Using innovative scanning techniques and building the model to an ultra-realistic level of detail allowed the team to get close to the product and understand its features, resulting in its pure realism in motion. The test simulations of the Ultraboost 5 make it feel physically accurate, showcasing the energy return innovation with more cushion and comfort for runners.
Designed, Directed and Produced by FutureDeluxe
Client: adidas
Agency: TBWA
Executive Creative Director: Felix Chivers
Producer: Kavita Daggar, Helen Randall
Executive Producer: George Turner
Art Director: Yas Vicente
Design & Animation: Stevie Rees, Dobromir Dyankov, Chris Harrison, Karmo Jarv