Adidas
S23 Bras and Leggings Campaign
Agency: U Dox
Creative Director: Vikesh Bhatt
Senior Creative: Adam Ball
Art Direction: Naomi Staniland
Design: Harriet Cann and Jens Wolter
Motion: Harriet Cann
Brief: develop a campaign to spotlight adidas’s continuing innovation of bras and leggings and drive deeper conversations around bodies in sport.
Demographic: Gen Z women
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Solution: The campaign concept 'The Untethered' presents the freedom felt when wearing proper fitting exercise gear.
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The art direction utilises unconventional angles, filling the screen with bright blue skies to create a sense of weightlessness and empowerment for the protagonists.
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The design language uses UI signifiers such as rounded corners and tabs as a nod to the infinite possibilities and freedoms the digital world offers the Gen Z audience.
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The shifting and spinning tiles in the motion language showcase a diversity of products in situ to appeal to a broad audience, whatever their fitness journeys.
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The campaign identity was designed using a modular grid to allow flexibility with the layout, evoking the feeling of being untethered.
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The identity uses UI signifiers such as rounded corners allow imagery to reference recognisable elements of digital interfaces. Typography references tagging, tabs and file naming.
