A feeling, visualised
Behind every running shoe, there’s a world of technology, specializing in improving the performance of every athlete. But how can you visualize those technologies in a way that’s abstract and impactful at the same time?
Starting from analyzing the core concept behind the running technologies’ key features (lightness, energy return, cushioning, responsive cushioning, comfort), I designed a modular and scalable system of abstract visuals representing the different materials.
Each module contains one or more behaviours, aimed at conveying the feeling of ‘taking a step’ in the running shoes.
The behaviours have been analyzed and translated into different animated reactions. Each module contains one or more behaviours, aimed at conveying the feeling of ‘taking a step’ in the running shoes.
The visuals were brought to life by the amazing team at Kingdom of Something and are now living on the product detail pages of the adidas website.
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Full credits:
Client: adidas/Studio A
Project manager: Bindu Van Dreumel
Producer: Sophie van den Berg
Creative director: Federica D’Urzo, Arran Jolly
3D Animation: Kingdom of Something