The Comfort Zone

Staying put in our comfort zone and why sometimes that’s completely okay

adidas

2023

AI, Digital, Filming, Influencer Collabs, Production, Tech

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BACKGROUND

Adidas released its latest Label Sportswear collection in Spring 2023. The new line aimed to level up the wearer’s everyday look via a range of fresh fits, reimagining Adidas’ iconic tracksuit silhouette. In a few words, it was all about comfort.

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APPROACH & IDEA

For ages, we’ve been told to get out of our comfort zone. Because that’s where everything interesting was supposed to happen. But today’s generation has all the opportunities and all the knowledge about what’s what. They feel in their comfort zone constantly.

So we used that as our main inspiration for a local digital communication video to boost fans’ knowledge and perception of the new collection. Back in the very early days of generative AI video, we used its influence to give our production a distinct and recognizable visual style.

We generated over 10,000 frames and experimented with tons of footage.

The result: a video showcasing the style and aesthetic of GenZ.

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