2023 - adidas Pilot, Lab A
Art Direction
Tech Research
To increase the capabilities to create footwear content at high-speed & to enable reactive marketing adidas created and piloted a professional virtual content tool to enable creative teams without CG experience to enter a dedicated virtual set where they conduct the digital equivalent of a photoshoot. The aim of the project was to lower the barrier to entry through a simple, self-service, 3D creation tool that plugs product files into a virtual photography studio which included environments, props and more. Once built the Virtual Studio allowed any creative to enter the scenes; add props, lights, products and manipulate the shot without the support of a CG artist. Aspects on the environment such as the time of day or weather could also easily be edited. The Virtual Studio pipeline was built on Twinmotion and could be accessed on desktop.
3 production approaches were tested based on content needs within the business: evergreen content, quick-turnaround campaigns & virtual product extensions of live shoots. My role was to validate and define the workflow together with a CG artist, art direct the look and feel of the shots & the environments. During a week I captured & graded all the output for the pilot seen below.
While the posing of products and their environments may remain consistent year after year, the product itself may undergo changes. Using the virtual production approach these images can be effortlessly refreshed seasonally by simply replacing the 3D footwear.
Not every piece of content needs to tell a story, for quick turnaround campaigns there are often needs for quick product colourways updates or to highlight a small design change. By revamping pre-existing 3D environments to align with a campaign narrative, in this case showcasing adidas Samba's link with football history. This production set-up is often cheaper than a traditional shoot, allowing more products to be shown at a higher production level.
Lifestyle photography and product photography serve two different needs and require two different sets of skills to produce. The final use case explored using the virtual studio as an add on to more complex shoots that could not accommodate the specifications needed for product imagery. This method opens doors to a broader range of products having elevated content and extends the campaign: Whether it's incorporating product shots later, adding a colour update later in the season or even adjusting the season. A case of "we'll fix it in post" that actually works.
Creative Direction: Richard Askin
Creative Lead: Maarten Apeldoorn
Project Managemt: Sophia Feary
Portfolio Management: Luke Welch
3D Environment Artist: Ronald Kraft
My role: Art Direction & Tech