adidas Originals: AR Game Pack by Sid Lee Amsterdam for Adidas

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adidas Originals: AR Game Pack

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile, Viral
Market Belgium
Agency Sid Lee Amsterdam
Released January 2010

Credits & Description

Drop your controllers, fans, the future is now. adidas Originals is celebrating originality by bringing the first ever interactive augmented reality experience to life using a one of a kind, totally wearable sneaker along with your webcam.
Each of the five designs, featuring an AR code built right into the tongue, unlocks the adidas Originals Neighborhood online. Once you're in the Neighborhood, use your sneaker to play exciting games, get encouragement from celeb friends and explore the street where Originality lives.
The sneaker is the key, so get yours and access all the exciting games and content coming your way.

Adidas Originals is launching the first Augmented Reality experience in footwear. Our animation was a teaser spot for this. We needed to show the five shoes in a street environment similar to the one used in Adidas augmented reality space. The shoes needed to be displayed one after another and the agency liked a transformer like effect to be used for transitions. We elaborated a bit further on this to try and make the transitions as different as possible.

Advertising Agency: Sid Lee Amsterdam, Belgium
Agency/Production company: Frame, Denmark
Creative Directora: Anders Schroder / Frame.dk, Kristian Grove Moller / Sid Lee, Dave Roberts / Sid Lee
Executive Producer Thomas Bay / Frame.dk