Adidas: Recode Running
Brand
Date
Sep 2019
Description
Adidas shifts focus from pure performance to the communal experience of running in the Recode Running campaign. Developed with LORE, the project prioritizes social connection, documenting candid interactions among a group of young friends in urban spaces. The execution leans into a raw, documentary-style aesthetic, utilizing handheld camera work to maintain an unscripted feel. The visual identity incorporates grainy, analogue textures and a warm colour palette, while animated graphics and icon stickers are overlaid to create a layered, modern look.
Style
Documentary, Lifestyle, Horizontal, Monochrome, Grainy
Techniques
Analogue / film
Industries
Background
Street
Context
Advertising Campaign
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