Art In Motion is a brand awareness campaign launched by Adidas to promote the technical achievements of their sports wear products.
The Brief
Adidas is a German multinational corporation, founded and headquartered in Bavaria, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike.
The brief was to create a series of key visuals that demonstrate; creativity, technology and innovation. The images needed to depict a character engaged in athletic activity and artistic motion.
Challenges & Solution
I assimilated all of these ideas as a futuristic android character engaged in various activities and actions. The visuals were tied together with famous quotes from famous artists throughout the ages.
One of the main concerns was to do with the preference of artistic execution: 2D illustration or 3D photo-realism. Once I created a board of 3D reference and character studies, the decision was easier.
Technical Process
The android design started as pencil sketches before the character was created in 3DS Max. Smoke and fire effects were created with Phoenix FD using an ACES workflow with Fusion and Photoshop to do the final compositing.
Deliverables
Character Concept
Key Visuals
Skills Used
Hand Drawn Illustrations
3D Modelling
3D Texturing
UVW Mapping
Lighting
Rendering
Fluid Dynamics Simulation
Compositing & Retouching
Software Used
3DS Max
VRay
Phoenix FD
Photoshop
My Role
Art Direction
Graphic Design
Technical Artist
“Great art picks up where nature ends.”
MARK CHAGALL
“What keeps my heart awake is colourful silence.”
CLAUDE MONET
“Words are only painted fire, a look is the fire itself.”
MARK TWAIN
“Where the spirit does not work with the hand,
there is no art.”
LEONARDO DA VINCI
“Painting is just another way of keeping a diary.”
PABLO PICASSO
“A work of art which did not begin in emotion is not art.”
PAUL CEZANNE
