Create an innovative digital activation for consumers to experience at the launch of a new adidas football footwear franchise. Put the boot at the heart of the experience and create something never seen before.
We were asked to create an innovative digital activation for consumers to experience at the launch of a new football footwear franchise, Nemeziz. This experience had to align with the Nemeziz positioning of being the most progressive football boot ever made, and with their overarching brand campaign of “Here to Create” – allowing fans of Adidas Football to stand out and take part, turning them from consumers to creators.
We used the boot as the interface between the user and the digital content – by creating a one-of-a-kind interactive boot that would convert physical interactions into real time graphics.
The execution was based on the design inspiration from the product and the actions and reflexes of the boot as it reacts to the pressures of the game, flexing and twisting as if it were alive.
The installation featured a large screen and the Nemeziz Dust Storm boot on a plinth in front, as the boot is picked up, the digital on-screen boot mirrors it’s position, unwrapping and reforming, and reacting to the user as they press, bend and twist it.