From the creator:
50 years have already passed since the birth of the streetwear legend Adidas Superstar. It seems like a good time to remember his brilliant revolutionary spirit, which makes the team work.
We were invited to participate in this celebration under the creative executive direction of Hypebeast's Enric Soldevila and The Others production, who asked us to direct this film belonging to the Superstar's 50th anniversary campaign.
We really wanted to convey the classic sporting and sporting nature of Superstar, but updating the campaign to a more urban look. We had the lucky chance to shoot with actor, singer and dancer Jackson Yee and his incredible group of dancers, whose street style not only gave us the contemporary mood we were looking for, but also provided us with the group element we had approached to represent a collective mentality.
Our main challenge was to blend live-action footage with the graphic universe we had proposed. We did this by using complex, seamless transitions that organically joined the characters to the world of animation. In order to highlight the urban vibe and also soften the interaction between live action and cel animation, we decided to include some FX on the dancers to include a subtle digital touch. We finally tied it all up by adding some wild and frantic type animations.
This project reveals a modern and contemporary approach to how typography, live action and animation not only coexist but blend and interact, playing with the flexibility and adaptability of all elements.
COMPLETE CREDITS:
Client: Adidas Originals
Agency: Hypebeast
Executive Creative Director of Hypebeast: Enric Soldevila
Production: the others
Animation production: device
Direction: device
Live-action direction: Marcello Buselli and Choiyikwan
DP: Dustintung
Animation director: Marcello Buselli
Artistic director and illustrator: Eudald Salarich
Cel animation: Eudald Salarich, Genís Rigol, Casper Nykopp, Eze Cruz
Cleaning: Eudald Salarich, Casper Nykopp, Eze Cruz
2D animation: Pol Solà, Erik Righetti
3D animation: Raül Peix
Composition: Carlo Candido-Todesco
Music and sound design: Raül Peix
