adidas
Supernova
The ticket to year-round comfort stride after stride, adidas Supernova running shoe is designed to provide both comfort and support for the everyday runner.
Find your step
Adopting a fresh approach for adidas in a hyper-digital age, involved starting on a journey, by stepping away from the computer and going back to analogue techniques to make sure it feels relatable and authentic, not just visually but in motion and storytelling.
The goal was to pioneer a new look that would be used for longevity on adidas’ digital channels. The resulting film, presents the Supernova with a human touch, conveying comfort, warmth and softness, ensuring an effortless and fluid transition from touchdown to toe-off.
Research and development
From the beginning, a clear focus on the analogue technique provided a deeper understanding and knowledge of what was needed for the final film.
To complement the analogue direction, we approached No.8, who has more experience shooting on film, sending them digital footage to be processed onto film stock, and then scanning the film back into digital format. Far from being an effect applied at the end, we took analogue techniques into every aspect of the project including animation, material and lighting.
Designed, Directed and Produced by FutureDeluxe
Client: adidas
Creative Director: Felix Chivers, Yas Vicente
Senior Producer: Kavita Daggar
Executive Producer: George Turner
Art Director: Yas Vicente
Design & Animation: Ben Black, Harry Warne, Husni Wahab, Karmo Jarv, Stevie Rees, Dean Mathers
Product Scan: FBFX
Product Modelling: Harry Warne
Grade: Tim Smith @ No.8
Sound Design: Resonate