Project: FUTURECRAFT.FOOTPRINT
Client: adidas x Allbirds
Agency: adidas Brand Design
Service: Creative, Graphic Design
Deliverables: Campaign, Product
Press: Forbes, Wired, Wallpaper
Client: adidas x Allbirds
Agency: adidas Brand Design
Service: Creative, Graphic Design
Deliverables: Campaign, Product
Press: Forbes, Wired, Wallpaper
Concept
adidas and Allbirds collaborated to create the lowest carbon footprint performance shoe ever. Over 12 months, they meticulously assessed every step in the process to minimise carbon emissions. Using LCA assessment for every stage from production to end-of-life, they achieved an impressive 2.94kg CO2e per pair, symbolising the footprint we leave behind and guiding future impact.
adidas and Allbirds collaborated to create the lowest carbon footprint performance shoe ever. Over 12 months, they meticulously assessed every step in the process to minimise carbon emissions. Using LCA assessment for every stage from production to end-of-life, they achieved an impressive 2.94kg CO2e per pair, symbolising the footprint we leave behind and guiding future impact.
Work
The campaign's visual language reflected the global collaboration, work-in-progress approach, and reduction philosophy behind the shoe. We built a versatile design system for different formats, enabling varied compositions with a consistent visual theme, embracing the 'art of reduction' mindset. I contributed as a team member to various project deliverables.
The campaign's visual language reflected the global collaboration, work-in-progress approach, and reduction philosophy behind the shoe. We built a versatile design system for different formats, enabling varied compositions with a consistent visual theme, embracing the 'art of reduction' mindset. I contributed as a team member to various project deliverables.
The product team sought creative concepts from us to display the shoe's CO2 footprint. We couldn't use traditional methods, so I designed a stamped midsole lock-up with brand logos to reduce CO2. I also added a circle graphic for the total CO2 volume, with a handwritten touch for a personal feel and easy updates.
Experimenting with different hand-drawn styles to create a distinctive and personalised feel for the "2.94" graphic. This signature design was incorporated across multiple channels of the campaign.
The digital product launch event adhered to our established adaptive design system guidelines.
Attendees at the live event could interact with components on-screen by clicking and dragging, creating an immersive experience. We regularly changed these elements to align with the speakers' content and reinforce our open-source philosophy.
To depict the collaborative essence of the partnership's early stages, I created a visual scene resembling a dialogue, drawing inspiration from the project's ideation phase. It visually represented the fluid exchange of ideas, blending team members' contributions. I used distinct hand-drawn styles to convey each collaborator's unique perspective and voice.
The campaign's process chapter films played a crucial role in explaining the five aspects involved in creating the shoe. I helped design the style-frames and visual scripts for two of the film's chapters.
