Project 14ClientAdidasRunning – Futurecraft Strung Launch Campaign
As part of the FUTURECRAFT journey, adidas set out to reveal the next chapter in innovation: the evolution of its cutting-edge woven upper technology, STRUNG. Designed through a fusion of robotics and athlete data, STRUNG represented a new kind of performance alchemy where threads are precisely layered to respond to the body in motion.
The Brand Design team was briefed to bring this vision to life through a fully integrated campaign. This included films, key visuals, and the concept and execution of both a physical and digital launch experience, all crafted to spotlight the technology’s precision, performance, and future-forward design.
Art Direction and Creative concept development
Moodboard creation, shot list, and style guide definition
Pre-production planning with internal & external production
Image selection and retouching supervision