Adidas is a company that designs and manufactures clothing, shoes, accessorise and equipment all related to sports. It is the largest sportswear manufacture in Europe and the second largest in the world after Nike.
Their aim is to create a distinct image in the mind of the prospective consumer. They do this by repetitively emphasising the core values of the brand highlighting the brands trust, that it can maintain its quality and brand essence.
Adidas Y-3 is a collaboration label between Adidas and Yohji Yamamoto (a Japanese Designer)
This project I aim to design a 10 second animation to help promote the Y-3 campaign
I started by discovering adidas's archetype so I could form a foundation knowledge to build my animation from. From here I discovered adidas has a hero archetype, meaning that the brand promises quality and trust to their consumer of their products, meaning their consumer will pick this brand instead of theirs. This type of advertising would mean it would make the consumer be drawn in by an advertisement that is powerful and uses strong colours and loud music to show no fear of failure or weakness unlike a funny or cute advert.
From here I created thumbnail sketches through the method of storyboards to distinguish a concept and colour scheme I thought appropriate to help promote the Y-3 campaign. I used the iconic adidas blue and the Y-3 shoe to be a bold red so there is a bright contrast in colour and a focal point on the shoe.
I created a small stop motion animatic to distinguish an order of movement, beginning with a variety of adidas' most famous shoes with a bold bright background gleaming from the shoe to highlight their success. Thus finishing with the Y-3 shoe being the main focal point of the animation and using a moving motion to the final slides.
For sound I looked at several different websites such as audio autix, garage band and free music archive. The soundtrack is equally as important as the animation as the music can help create the atmosphere of the advertisement, whether you’re creating a sad, romantic, or powerful animation. When looking for the music to accompany my advert I was looking for an upbeat energetic soundtrack, this is because adidas is a hero archetype therefore something slow or comedic would not advertise the animation correctly and create a unsettling atmosphere. I finalised the animation on Adobe After Effects.
