TL;DR On Fall 2021, adidas Originals and Xbox came together in an unexpected collaboration to commemorate Xbox’s 20th anniversary. In five short weeks, Jam3 created a disruptive and buzzworthy reveal site, In Queue, for the Xbox 360 Forum Mid that leans into the nostalgia of the Xbox 360 era.
The site mimics the overnight launch-day and drop-day queue with an unreasonably long scroll experience featuring static and motion 2D/3D elements. Along the way, users have the opportunity to unlock achievements with tiered surprise and delight prizing.
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.
I enhanced the motion design for the project based on creative explorations from Sr. Motion Designer Mauri Vio. As we incorporated more Xbox 360 elements, I refined motion elements such as ASCII effect, typography loading animations, and created the 2D/3D window assets. I also proposed using a bucket rendering aesthetic for the shoe loading and towards the end of the project, I took the lead on the motion design for social assets.
The tight deadline for this project turned out to be a blessing in disguise. With time at a premium, I joined the design team and helped come up with creative solutions to make the project a success. One idea we implemented wats using transparent GIFs or PNGs with gradient backgrounds for the windows. To add even more play in the design, I also replaced all gun imagery from famous Xbox games with adidas shoe boxes.
Our hard work paid off - the 600 unique assets we created generated a lot of excitement in the sneaker community, as seen on Reddit during launch week.