Adidas
A visually-driven advertising concept developed through cinematic composition, graphic tension, and atmospheric image construction.
The project explored the relationship between movement, contrast, and spatial rhythm — combining composited imagery, dramatic lighting, and restrained graphic framing to create a series of high-impact campaign visuals shaped by energy and visual intensity.
The Challenge
Create a campaign language capable of translating the physical intensity and immediacy associated with Adidas into a visually distinctive advertising direction.
The work needed to feel dynamic and immersive while maintaining strong compositional clarity across multiple visual applications.
The work needed to feel dynamic and immersive while maintaining strong compositional clarity across multiple visual applications.
The Solution
To bring the creative brief to life, I developed a series of key visuals that seamlessly blend creativity, technology, and innovation. These visuals center around a futuristic android character, symbolizing the fusion of human expression and advanced performance. The android is depicted in dynamic motion, engaging in a variety of athletic and artistic actions. Each visual is paired with a timeless quote from a renowned artist, reinforcing the theme and connecting past artistic vision with the future of sport.
Research
Visual references from films like Alita: Battle Angel provided early inspiration, helping to define the character’s futuristic aesthetic. The mood board imagery further clarified the creative direction, giving the client a strong sense of the intended style and tone. Alongside these references, I included preliminary sketches to explore character poses and ensure they would integrate effectively into the final key visuals.
Character Development
The 3D development of the character began in 3DS Max, where the base mesh was modeled for clean topology and pose flexibility. I then brought the mesh into ZBrush to sculpt fine anatomical details and futuristic features, enhancing realism and personality. Texturing was completed in Substance Painter, where I layered materials, added wear and surface detail, and created a dynamic, high-tech finish. This pipeline ensured a visually compelling character optimized for both still and motion visuals.
Beautiful & stunning work. Beyond our expectations.
SUE YOUNG - MARKETING DIRECTOR | ADIDAS
Deliverables
The artwork was designed with versatility in mind, ensuring it could be seamlessly adapted across a wide range of formats and platforms. From compact digital UI elements and social media assets to large-format prints such as posters, banners, and on-site installations, the visuals needed to maintain clarity, impact, and consistency at every scale. This required careful attention to composition, resolution, and detail, allowing the artwork to perform effectively whether viewed on a mobile screen or in a physical event space.
