Builders Club brings to life a futuristic virtual world for the dazzling new Adidas Originals ZX TV Campaign.

Builders Club create a stylish new TV Campaign for the Adidas Originals ZX range, bringing to life the surreal and futuristic world of the Adidas ZXience Lab. The team created a world in which time is just a concept, where the protagonists can move in slow-mo whereas other elements such as Dr.ZX can move freely in real time around the lab. 

The team put a huge amount of work into the direction and art direction, in order to fully realise the ZX lab and bring it to life. From the detailed realism, down to the bespoke design of the DR.ZX and robo-dog. Having these specific characters helped elevate the Adidas branded look and feel and added greater ownership over the ZX world.

The film was a mammoth to produce in terms of the number of elements and the level of skills needed for the execution. From a special ops team dedicated to building the spaces and adding all the little details such as modelling a bracelet for one of the talent, or detailing one square of the sneaker. This was achieved by using a combination of animation techniques from hand animation and using simulations to get perfect detail & movement. 

Credits

CLIENT

CLIENT: Adidas Originals China

AGENCY

AGENCY: Hypebeast

BUSINESS DIRECTOR: Choi Yi Kwan

EXECUTIVE CREATIVE DIRECTOR: Enric Soldevila

SENIOR BRAND DIRECTOR: Leo Lo

SENIOR BRAND MANAGER: Wang Zifeng

SOUND DESIGN: Chris Banks

MUSIC: Eagle Blakk via Youth Mode

PRODUCTION COMPANY

DIRECTOR: Builders Club

PRODUCTION COMPANY: Builders Club

DIGITAL ART & DESIGN: Builders Club

PRODUCTION DESIGN: Ciaran Beale

POST PRODUCTION

POST PRODUCTION COMPANY: OKAY STUDIO

EDIT: Nikolaj Belzer

GRADE: Kenny Gibb