ĐỒNG THANH
Unisound
I was commissioned to execute the Key Visuals for adidas Viet Nam's 2023 Artists' Artwork Competition "ĐỒNG THANH".
The scope of work included Sketching, Visualizing and Adapting elements for social media posts of the contest.
BRIEFING
"ĐỒNG THANH" or Unisound, is a competition held by adidas, especially designed for young Vietnamese artists across the country, in July 2023.
The theme circled around the celebration of the union of Vietnamese Cultural Beauty, adidas Sports Brand Heritage and also the Urban Sound of the cities' everyday life.
The Key Visuals, or any other artworks competing in the contest, must have the following combination of these elements:
- adidas Brand Heritage (the adidas Originals logo)
- Sports and Youth Spirits (street activities and adidas products)
- Vietnamese Cultural Aspects (by costumes, elements and sound)
The artists would be required to submit their sound file (music or recording) related to their original artwork also. This is a very unique point of the contest, concerning SOUND.
The winning artworks would be featured on special editions of adidas's T-shirt, popularizing the culture of Vietnam.
IDEATION
The ideation process revolves around how to visualize the SOUND on a 2D visual, also showing the connection between the North and South region of Vietnam.
SKETCHES
IDEA 1 with a complicated sketch, which features the Originals adidas logo in the middle. The two talents (from North and South) is connecting through the wire and tin can.
IDEA 2 with two sketch options. This idea explores the concept of dynamic pose and brush strokes. The KV would focus on the SOUND of the typography around the talent.
ARTWORK CREATION PROCESS
Sketch - Line art - Basic Colors - Effects - Final
KEY VISUAL
SOCIAL MEDIA ADAPTATION
The final Key Visual was used to adapt to more social media posts of the campaign. Different contents and elements were added accordingly.
