Beijing. Moscow. Tokyo. Shanghai. London. New York. This campaign took the world by storm, stunning audiences in six of the world’s most iconic cities while putting Adidas’ pioneering PureBOOST X sneaker under the spotlight.
How to create a next-generation window display that reflects the power and performance of PureBOOST X – a pioneering new sneaker comprised of thousands of individual energy capsules. This was the challenge posed and the challenge we ran with, creating daylight-visible projections around the shoes’ distinctive streamlined silhouette.
Working with varying sizes of window displays, some of which only offered a minimal throw distance for the projectors, we created intricately animated content to be projected across and around a single trainer, while simultaneously syncing with screened background content to create a flowing, pulsating effect. It took 31,000 lumens per square metre to make the projections visible in broad daylight, and a bespoke modular frame system to adapt the content across the six different displays.
Irrepressible energy. Sheer power. This is what the PureBOOST X offers female athletes, and what our mapping expertise in turn offered PureBOOST X – with the hugely successful campaign due for re-run later this year. With the artwork concepted, designed, animated and mapped by Projection Artworks, the displays were an explosive visualisation of the shoes’ energy return system – and an imaginative experiment in the versatility of light.
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PixelArtworks is a trading name of Projection Artworks Ltd
UK: Unit 400 Highgate Studios, 53-79 Highgate Road, London NW5 1TL
UAE: Re:Urban Studio, Dubai Design District, building 7, Dubai, United Arab Emirates