Adidas: Close, Closer, Closest...

Grateful to be asked to join in another stint at Alchemy. This time it was for a new line of Adidas training products. U-Dox, the creative agency, had come up with the concept of ‘Close, Closer, Closest’ and so Alchemy was commissioned to come on board and help them with the ‘closest’ element where they would show the products in detailed CGI close ups.

My role began with photographing the real life products to create the seamless texture maps used in the films cg. Then designing initial style frames for the products 'Strong' and 'Breath' in the R&D process. With a style later locked we animated the cloth to reflect the 'feel' of the fabric properties so the viewer instantly gets a sense of the purpose for the different materials. The challenge certainly was art directing cloth simulations to have the intended material 'feelings'. A tricky thing to do as you never have complete control over any simulation - this meant much tweaking and caching of cloth dynamics.
 

Client: Adidas
Agency: U-Dox
Grade: Stone Dogs
CGI and Edit: Alchemy