ADIDAS CHINA "Infinite" posters

Summary

JL DESIGN designed the 2017 outdoor screen advertisements for ADIDAS CHINA’s Infinite series products. We prsented two concepts with rich motion effects to bring the themes to life: In "An army of a thousand assures victory", strength may be a factor that determines victory or defeat, but the continuous accumulation of strength, and holding on to that power until the critical moment that it is needed is also important. The theme of "Think quietly, act swiftly" was depicted in the process of playing chess. The seemingly static act of thinking about positions on the board is juxtaposed against the strategic, mighty plans players pictured in their heads for swiftly and decisively moving pieces. Overall, we used CGI animation to highlight the unique features of the product: stability, strength, and smoothness.

Mission

In 2017, ADIDAS CHINA launched the Infinite series products exclusive to the Chinese market. The year’s outdoor screen advertising’s creative concept was derived from Chinese culture, embodying the strength of the Infinite series.

Solution

In the theme of "An army of a thousand assures victory", we thoroughly interpreted ADIDAS’s design concept for this series – strength may be a factor that determines victory or defeat, but the continuous accumulation of strength, and holding on to that power until the critical moment that it is needed is also important. In terms of visuals, the texture of obsidian expresses the accumulated power waiting to burst forth while its sheet-like structure symbolises power that flows around and forms in space. On top of that, people appear in different active postures, signifying humans as the source of power, whose integration of power creates the conditions for victory. As for the theme of "Think quietly, act swiftly", it was depicted in the process of playing chess. The seemingly static act of thinking about positions on the board is juxtaposed against the strategic, mighty plans players picturing in their heads for swiftly and decisively moving pieces. The continuous back and forth trends found in a chess game is called a dragon, which is by no means static, and there are multiple solutions for breaking any formation. Criss-crossing lines that extended in different directions were also used in the design, symbolising the thought process involved in breaking formations.

Impact

Two different creative concepts were used to express the unique sporty characteristics of the Infinite series products, which were stable, strong, and smooth. This design brought a whole new visual language and way of communication when it comes to the marketing of fast-moving consumer goods and sports brands.