Builders Club create a stylish new TV Campaign for the Adidas Originals ZX range, bringing to life the surreal and futuristic world of the Adidas ZXience Lab. The team created a world in which time is just a concept, where the protagonists can move in slow-mo whereas other elements such as Dr.ZX can move freely in real time around the lab.
The team put a huge amount of work into the direction and art direction, in order to fully realise the ZX lab and bring it to life. From the detailed realism, down to the bespoke design of the DR.ZX and robo-dog. Having these specific characters helped elevate the Adidas branded look and feel and added greater ownership over the ZX world.
The film was a mammoth to produce in terms of the number of elements and the level of skills needed for the execution. From a special ops team dedicated to building the spaces and adding all the little details such as modelling a bracelet for one of the talent, or detailing one square of the sneaker. This was achieved by using a combination of animation techniques from hand animation and using simulations to get perfect detail & movement.
Credits
CLIENT
CLIENT: Adidas Originals China
AGENCY
AGENCY: Hypebeast
BUSINESS DIRECTOR: Choi Yi Kwan
EXECUTIVE CREATIVE DIRECTOR: Enric Soldevila
SENIOR BRAND DIRECTOR: Leo Lo
SENIOR BRAND MANAGER: Wang Zifeng
SOUND DESIGN: Chris Banks
MUSIC: Eagle Blakk via Youth Mode
PRODUCTION COMPANY
DIRECTOR: Builders Club
PRODUCTION COMPANY: Builders Club
DIGITAL ART & DESIGN: Builders Club
PRODUCTION DESIGN: Ciaran Beale
POST PRODUCTION
POST PRODUCTION COMPANY: OKAY STUDIO
EDIT: Nikolaj Belzer
GRADE: Kenny Gibb