adidas Speedfactory

adidas kicked SPEEDFACTORY into high gear by setting off on a 12-month global co-creation experiment. Across 6 key cities London, Paris, NYC, LA, Shanghai, and Tokyo. Each community in the city set out to solve a design challenge and designed a pair of shoes for their hometown. Every time the shoe changed, so did the campaign. Our challenge was making robotic manufacturing (for lack of a better word) cool.

Our team created a 6-part global campaign that included a hero film, a 6 city traveling consumer experience, a global retail experience, visuals, a digital hub, and social assets.

The visual identity of the campaign was to illustrate that SPEEDFACTORY was a work in progress and always in beta. As the footwear progressed with each drop, so did the campaign.