Hypeneedz: Adidas Campus and Samba

Starting point

Every shop shows Campus and Samba in the same picture: cut out, side on, on white. Show them that way and you look like everyone else.

With a model that is everywhere at the moment, that is the actual problem. It is not the shoe that has to stand out, it is the image.

Approach

So somebody holds it. In almost every frame a hand comes in and holds the shoe, sometimes from below, sometimes from the side, and they are different hands. That does two things at once: it gives the shoe a scale, and it shows it the way you look at it before you buy it.

The ground stays grey, with a stepped shape taken from the stripe motif running diagonally across it. It holds the composition together when several shoes and several hands sit next to each other.

Against that a calm counterpoint: the models side by side, no hands, for the places where the colours matter and not the gesture.

Delivered in four formats: the wide strip at 4320 by 1440, the tall format at 1500 by 2200, the story at 1080 by 1920 and the newsletter strip running over 6000 pixels tall.

Result

A set for two models that differs from the manufacturer images because somebody appears in it.