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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
Solution: The campaign concept 'The Untethered' presents the freedom felt when wearing proper fitting exercise gear.
The art direction utilises unconventional angles, filling the screen with bright blue skies to create a sense of weightlessness and empowerment for the protagonists.
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.
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.
The campaign identity was designed using a modular grid to allow flexibility with the layout, evoking the feeling of being untethered.
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.
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