Adidas Superstar 50th Anniversary

Timeless shell-toes have always had a game-changing team spirit

Client

Adidas Originals

Year

2020

Categories

2D Animation
3D Animation
Characters
Illustration
Live Action
Motion Design
Typography
Commercials
Fashion
Sports

It’s already been 50 years since the Superstar, a streetwear legend was born. To celebrate its legacy after being a five-decade worldwide revolutionary, the Superstar relies on team-working as the main catalyst for change.

We were invited to participate in this celebration by Hypebeast and The Others, who asked us to direct and produce this project. We wanted to truly convey the classic casual-sporty Superstar nature, yet updating the campaign to a more urban look and feel. We had the lucky chance to shoot with the actor, singer, and dancer Jackson Yee and his incredible crew of dancers, whose street style not only gave us the contemporary mood we were looking for but also provided us the group element we had approached to depict a collective mindset.  

Transition Process

Styleframes

“Timeless shell-toes have always had a game-changing team spirit”

Styleframes
Technical approach

Our main challenge was to blend live-action footage with the graphic universe we had proposed. We achieved it by using complex and seamless transitions that organically merged the characters with the animation world. In order to highlight the urban atmosphere and also to soften the interaction between live action and cel animation, we decided to include some FX on the dancers so to include a subtle digital touch. We finally tied everything up by adding some wild and frenetic type animations.

Styleframes

This project bespeaks a modern and contemporary approach on how typography, live-action, and animation not only live together but also merge and interact, playing with the flexibility and adaptability of all the elements.

Animatic

It’s already been 50 years since the streetwear legend Adidas Superstar was born. It seems like a good moment to remember its bright game-changing, team-working spirit.

Credits

Directed by

Device

Client

Adidas Originals

Agency

Hypebeast

Hypebeast Executive Creative Director

Enric Soldevila

Production Company

The Others

Live-Action Direction

Marcello Buselli
Choiyikwan

Animation Production

Device

Animation Director

Marcello Buselli

Art Director

Eudald Salarich

Lead Illustrator

Eudald Salarich

Cel Animation

Eudald Salarich
Genís Rigol
Casper Nykopp
Eze Cruz

DP

Dustintung

2D Animation

Pol Solà & Erik Righetti

3D Animation

Raül Peix

Clean-Up

Eudald Salarich
Casper Nykopp
Eze Cruz

Compositing

Carlo Candido Todesco

Music & Sound Design

Raül Peix