Hypebeast China approached us to develop a campaign for the brand new Adidas “Ozweego” sneakers which were inspired by the colours and textures present in the Rare Earth Elements (REE). Discovered in the 18th Century, these metallic elements are necessary components of more than 200 products across a wide range of applications, especially high-tech consumer products, such as cellular telephones, computer hard drives, electric and hybrid vehicles, and flat-screen monitors and televisions.
We developed four episodes corresponding to a different type of Adidas Ozweego design which, at the same time, was connected to a specific REE: Cerium [Ce], Praseodymium [Pr], Lanthanum [La], and Samarium [Sm] are the titles of the campaign’s films, and they are also four out of the seventeen existent Rare Earth Elements.
Through highly aesthetic, even cosmic visuals, the sneakers appear from inside a huge rock, floating in the air. Our biggest challenge was to achieve the most accurate realism both for the stones’ composition and also for the breakage simulation, which needed to look very organic and detailed.
The lettering was also an essential part of the campaign and thus we worked alongside the graphic designer Sara V. Mallo to create a singular, ad hoc title for each Adidas Ozweego model.