Responses by Crystal Choi, business development director and Enric Soldevila, executive creative director, Hypebeast
Background: Our goal was to relaunch the adidas ZX series, one of the most iconic sneakers of all time, which has been actualized by fusing different technologies from the past and future to change the industry. ZX was first created in the ’80s in the adidas labs to help improve sports, but now it has been adopted by street culture. With help from Hypemaker, we created a campaign showing the science behind these shoes. We wanted to show the shoes’ benefits in the most scientific way possible. We proved their comfort and coolness by conducting different experiments, where we tested the satisfaction and pleasure of the ZX shoes. These tests are a series of demonstrations for a generation that finds delight in the absurd and unexplainable.
Reasoning: We wanted everyone to understand the magic behind ZX and how our mad ZXientists, played by singer Jackson Yee and musicians So!YoON! and DPR Live, have created the most advanced adidas sneaker by using ZXience. Through progress and innovation, we wanted people to experience the ZX sneakers in the adidas ZXience Lab, which is managed by Dr. ZX, a robot that guides us through each experiment. Directed by Builders Club, the whole campaign was made using CGI to blur the line between fantasy and reality.
Challenges: Even if Asia is the most advanced continent on the planet, creating a campaign using only CGI is a new concept. During the whole process, we challenged everyone, especially our celebrities, to understand the uniqueness and possibilities of doing the whole campaign in 3-D.
Favorite details: Working with celebrities is always difficult. There are time limitations, and lots of pressure and tension. Scanning the celebrities in 3-D was one the most challenging parts. Up until the week before the campaign went live, we didn’t know if the celebrities would like seeing themselves in 3-D. So, being able to see the celebrities in CGI in the final forty-five second video is definitely something we are proud of.
Time constraints: The process to create a CGI campaign is completely different from our original process of setting up a live-action shoot. The results change every day. It evolves. We start from a wireframe animatic until it’s all finally moving, texturized and rendered. Each scene can take three to six weeks to finish, and there is no room for trial and error, as each change can have dramatic time implications.
Anything new: This project had lots of ups and downs. It involves using a process in which the new version sometimes doesn’t change that much from a previous version, so having patience is something we learned.