Jan 9, 2018
Brand Design Guide
As this campaign is apart of adidas, they brand each individual campaigns with identities.
seen from China
seen from United States
seen from United States
seen from Türkiye
seen from United States
seen from United States
seen from United States
seen from Poland
seen from Russia
seen from United States
seen from United Kingdom
seen from United States
seen from China
seen from Israel
seen from Germany
seen from Italy
seen from Germany
seen from Germany
seen from China
seen from China
Brand Design Guide
As this campaign is apart of adidas, they brand each individual campaigns with identities.
Public Research
After i researched into the brief, and some key points i found the statistic about london saying;
“Less than 5% of adults participate in 30 minutes of physical activity each day”
I then went further into this, and interview Londoners within the age of 17 to 25 year olds, why they don't exercise. I also asked why they do, as things that work should be implemented in the ideas.
Above are the main reactions I got, if you compare these responses to my scamps you will see a clear link.
FINAL SCAMPING
After my original brain storm and scamping sessions, I analysed the ideas. I created a shortlist with four different ideas, these were then re drawn on a Lightbox and researched to add context.
I then made a presentation and then found another tutor to go through my final shortlist of ideas. This then created a new idea, as I merged ideas together.
Introducing the Golden 30 campaign.
The idea generation is a long process, but it’s where the idea comes from. I am learning to shorten the idea process. Comparing now how long it took me in first and second year to finalise my idea, its amazing. I can now finish this process and visualise an idea for presentation standard, in under 3 to 4 days (9 to 5). I admit this project took me a bit longer, as I had a real creative block. I have learned techniques in this project, that can overcome a blank mind. And I have proven, even though you think you cant think of anything else, you can always do it. A great way around this for me, is getting focus groups to talk to me about ideas in their head on my brief. A fresh new pair of eyes.
**I haven't spoken about the ideas in depth as I haven't submitted my idea to the competition. Check PDF for more
Spoken about in presentation - key insights
Adidas Research
As the brief is hosted my adidas and it will be one of their services. I need to get a full understanding of all of adidas. And I can gladly say there is a lot too adidas. They range from every sport, fashion icons, everyday clothing and footwear, recyclable products & charity. Im sure I missed a few out. But what all wraps around all these sections, is that each one ‘strives for greatness”. That is how i would summarised adidas, they want everyone to be the best they can be.
This idea if being the best you can possibly be, needs to be included in some way within the idea. The eventual outcome doesn't just need to solve a social issue but impose 17 to 25 year olds in some way.
Breakdown of brief
This is just one part of my Adidas, I broke down as it’s and open brief. I wanted to find exactly what they are looking for, so I could design something that answers the brief to its fullest potential. From this brief I picked out the key points of;
Make sure you use the power of sport
Resolve city issues
For 17 to 25 year olds
For major cities including London
The object:
“How can adidas do for or with them to improve the fabric of the city”
All videos with the jump shot effect, and all influenced and helped by Max. If you watch these video, you will understand what I mean by jump cut. It has a strong narrated voice, with a strong script. And the fast visuals help with keeping attention.
30 Sit Ups a day will help Get abs?
Live Strong https://goo.gl/aEBxQM