Behind the scenes
Adidas and Hypebeast have unveiled a slick new campaign to promote the new Adidas originals Ozweego for the Chinese market.
The commercial features a star-studded cast of C-pop idol Jackson Yee, Japanese influencer Lala Takahashi and rapper-producer Dough-Boy. Hypebeast enlisted boutique design and VFX studio Fin Design + Effects to craft the mind-bending VFX for the film.
Directed by Crystal Choi (creative director at Hypebeast), the 30-second campaign film is centred around the theme of reworking the past to create a new future. A series of montages show the evolution from the 1998 classic Ozweego to the new futuristic design. In line with this theme, a modern 3D printer replaces the traditional chisel and hammer Jackson Yee uses to craft the new shoe. Other playful sequences include adidas-clad mannequins springing to life to march alongside Lala Takahashi, and Dough-Boy morphing into cuboid graphics as he performs on stage.
Fin Design + Effects was tasked with creating the futuristic flourishes to complement the theme of the film. Fin’s VFX Supervisor Justin Bromley was on the shoot with the director in Shanghai to advise on the technicality of the VFX in relation to the shots, after which the post production was handled by Fin’s Sydney studio.