Each boot is connected to a specific predator. Together with Make ʼem Say, we developed 14 photorealistic 3D animated eyes as the base of the experience. The audio for each eye is custom designed. The realistic growling, breathing and hissing really makes you feel like you are only an inch away from the animal.
Each eye is an interactive gateway to a different boot. Upon entering the eye each boot is animated in such a way that it seems to float in the space. We used high-resolution photography (and no 3D renders) to represent the boots as realistically as possible. By navigating various angles, users learn more about all its unique features and watch video clips of the boot and its spokesperson, Mesut Özil.
A transition from each eye to a boot we see a ‘flash of instinct’. This is a quick sequence of action shots of footballers combined with footage of hunting predators. Each flash is custom made for that specific predator.
For mobile users we developed a custom experience with a touch friendly user interface and simplified interaction design with buttons you can’t miss.
Most-visited online product experience for adidas Football ever.
People interacted with the product 4 times longer than average.
The 3D eyes were also picked up by other channels as; print, events, in-store and on-field.
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