adidas × Copenhagen Half Marathon
Adizero EVO SL out-of-home
Out-of-home for adidas around the Copenhagen Half Marathon. The brief was one line long and the whole job was in it: take one image and make it work on five different pieces of media, from a metro platform door to an eleven-metre scaffold.
Client
adidas Europe
My role
Sole designer, responsible for adaptation, master artwork and final delivery across every format. Each layout in the production deck is stamped to me, checked internally and approved by the client.
Tools
Photoshop, InDesign, After Effects
Collaborators
Sole author
02: The brief
adidas ran the Copenhagen Half Marathon week as a local campaign rather than a European one, which meant locally created content for Adizero EVO SL instead of the pan-European toolkit. One image, five specs, a fixed race date.
The specs had almost nothing in common. Metro platform screen doors are a run of tall narrow panels read at walking pace from two metres away. A scaffold wrap at 22.5 by 11.7 metres is read across a canal. A DOOH portrait frame is 1080 by 1920 and moves. The same photograph has to survive all of it and still look like one campaign.
03: Approach
Crop to the subject, not to the frame. The product and the athlete hold their position and the background does the moving, so a nine-by-sixteen and a near-square are recognisably the same image rather than two different photographs. On the multi-panel doors the crop is planned across the whole run. The panels are composed as one picture split three ways, not three copies of the same lockup. The logo is placed optically for each ratio instead of being pinned to a percentage, which is the difference between an adaptation and a resize.
04: Impact
One photograph became the whole of adidas' presence at the Copenhagen Half Marathon: metro platform doors at Kongens Nytorv and Nørreport, a scaffold wrap on Christians Brygge measuring 22.5 by 11.7 metres, and a 1080 by 1920 DOOH loop. Five media specs, one image, no re-shoot. The crop logic did the work a second shoot would otherwise have paid for.
Senior Integrated Designer
Tathagata Sarkar
Oliver+ / Brandtech Plus
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