My submission for the adidas Fluid Trainer competiton.
Synopsis:
Meet "squareguy". His slow and dull routine changes when he gets himself into a pair of adidas Fluid Trainers! What ensues next is a speedrush i.e. getting high on speed. The "squareguy" character zips, zooms, stretches, and shakes - part of showing off the three main characteristics of the new adidas trainers (that they are fluid (fast), flexible, and extremely light)
Meet "squareguy". His slow and dull routine changes when he gets himself into a pair of adidas Fluid Trainers! What ensues next is a speedrush i.e. getting high on speed. The "squareguy" character zips, zooms, stretches, and shakes - part of showing off the three main characteristics of the new adidas trainers (that they are fluid (fast), flexible, and extremely light)
This was a 30 second animated commercial created for the adidas Fluid Trainers competition held on eyeka.com in 2010, which was selected as a runner-up entry.
The main task was to showcase the Fluid Trainer, build on its colors, functionality and flexibility (both shoe flexibility and functional-yet-stylish flexibility), and introduce the “Be Faster” campaign message in a 30 second video or animation. The target audience for this campaign included men and women, 18-35 years old, sporty personalities, gym bunnies and active people who want to look good inside the gym and out.
Participants in the competition had roughly a month (from 6 July to 2 August) to create and submit their animated commercials.
An extract from the competition brief given to all participants.
Still images:
