Adidas Ozworld

2022

BRIEF To celebrate the arrival of the latest Ozworld collection, adidas Originals asked us to reconnect them with Gen-z by positioning them as a digital innovator. We created the world’s first personality based, AI generated avatar creation platform that creates a unique, free, and interoperable avatar users can take across the web via ReadyPlayerMe.

TEAM

3D Leads / Andrea Arice, Cyrill Durigon.
3D Support / Kousha Motamedi, Miguel Oco, Ivan Rys, Chris Chan.
Prod / Kim Do, Antoine Tannous, Charis Mound, Ryan Maclean, Kimberley Mullen.
Campaign Leads / Pascal Rotteveel, Alexandra Hook.
Design / Victoire Duoy, Raphael Ferraz.
UX / Cathy Cong.
Strat / Amanda Bao.
UI Motion / Yasmin Mukino, Miguel Oco.
Devs / Arnaud Rocca, Richard Mattka, Tabitha Swanson, Ben Wager, Artem Leznikov, Gabriel Santos, Jonathan Mckinnell, Vadim Namniak, Michael Da Silva, Sebastian Domagala, Bruno Fioritto, Nicolas Gabin.

STORYBOARD 1.0

Before taking on the UI motion role full-time, I worked on the style frames for the campaign hype reel. I used typography as a texture to tease the sneakers and 3D avatars. Although the direction of the hype reel changed to fully 3D, the design decisions I made helped solidify the story strategy of teasing the avatars, using match cuts of the three Ozworld shoes, and incorporating crazy camera angles.

MY ROLE — UI MOTION

I designed the interactive elements to have a futuristic, sleek, and hyperpop feminine motion language. This atmosphere made it easy for users to go through the personality questions. The creative process was supervised by Alex Hook and received front-end feasibility approvals from Jonathan McKinnell and Artem Leznikov, with UI motion support from Miguel Oco.

A mix of futurism  & softness

I balanced the motion language of the typography by using slow pacing for the primary text (e.g. questions) and flickering, futuristic effect for the secondary text (e.g. loading). This added a dynamic and visually appealing element to the design.