Celebrating Adidas Originals “Superstar’s 50th Anniversary” with Device
From Device in Barcelona: “It’s been 50 years since the Adidas Superstar, a streetwear legend, was born. We were invited to participate in this celebration by Hypebeast and The Others, who asked us to direct and produce this project.
“We had the chance to shoot with the actor, singer, and dancer Jackson Yee and his incredible crew of dancers, whose street style not only gave us the contemporary mood we were looking for but also provided us the group element we had needed to depict a collective mindset.
“Our main challenge was to blend the live-action footage with the graphic universe we had proposed. We achieved it by using complex and seamless transitions that organically merged the characters with the animation world.
“In order to highlight the urban atmosphere and also to soften the interaction between live-action and cel animation, we decided to include some FX on the dancers to include a subtle digital touch.
“We finally tied everything up by adding some wild and frenetic type animations. This project bespeaks a modern and contemporary approach on how typography, live-action, and animation not only live together but also merge and interact, playing with the flexibility and adaptability of all the elements.”
Client: Adidas Originals
Production: The Others
Animation Production: Device
Direction: Device and Choyikwan
Live-Action Direction: Marcello Buselli and Choyikwan
Animation Director: Marcello Buselli
Art Director/Illustrator: Eudald Salarich
Cel Animation: Eudald Salarich, Genís Rigol, Casper Nykopp, Eze Cruz
Clean-Up: Eudald Salarich, Casper Nykopp, Eze Cruz
2D Animation: Pol Solà, Erik Righetti
3D Animation: Raül Peix
Compositing: Carlo Candido-Todesco