Woodwork Amsterdam and director Menno Fokma kick virtual street fashion up a notch in this glitchy showcase for the limited-edition IRL adidas “Into the Metaverse” collection inspired by the NFT, Indigo Herz.
From the team at Woodwork Amsterdam: “To bring this campaign to life, our team created a seamless journey that takes you through different landscapes and showcases new products. Instead of the more obvious Metaverse aesthetic, we decided to approach it as if the real world was a simulation, with weird glitches and errors.
“This approach offered a unique perspective and added an element of surprise to the campaign. The interplay between the real and digital worlds was a key aspect of our project, and we utilized a range of techniques to achieve this effect.
“Our team was particularly interested in the idea of rendering objects that appear as if they are being loaded into the Metaverse, with negative space and unoptimized elements creating a sense of detachment from reality.”
“Our approach involved combining various methods, starting with 3D scanning of physical environments using Lidar, followed by filming on location and a photo shoot using probe lenses. At the same time, we began experimenting with 3D scans of the products, exploring new ways of distorting objects and manipulating their form.
“Our team was particularly interested in the idea of rendering objects that appear as if they are being loaded into the Metaverse, with negative space and unoptimized elements creating a sense of detachment from reality. We played with this concept by ripping objects out of the real world and projecting them back into the Metaverse.
“For adidas, the collection allows them to reinforce their position as leaders in the Web3 field. For consumers, the collection offers an opportunity to engage with the NFT community and experience cutting-edge shopping experiences that blend the digital and physical worlds.”
Client: Adidas
Senior Portfolio Manager: Luke Welch
Project Manager: Sophia Feary, Juri Schier
Creative Director: Richard Askin
Creative Lead: Maarten Apeldoorn
Producer: Jeoffrey van Overveld, Nadine Kuilboer
Production: Woodwork Amsterdam
Creative Director: Marvin Koppejan
Director: Menno Fokma
3D Lead: Ernst Noort
3D Artist: Tim van der Wiel
Motion Design: Lennard Goede
Shoot Lighting: Tara Bisoen
Producer: Nina Fabel, Gayle van Bochove
Case film audio: THNDR
