Adidas Futurecraft - 4D

  • Client
  • Adidas
  • Deliverables
  • Campaign Films, Imagery
  • Role
  • Art Direction Team, Motion Design & Direction

Futurecraft 4D is a revolutionary footwear technology by Adidas, created in partnership with Carbon. It features a 3D-printed midsole made using Digital Light Synthesis (DLS), which uses light and oxygen to solidify liquid resin. This allows for precise, customizable design, offering optimal support, cushioning, and flexibility. Futurecraft 4D combines advanced manufacturing with innovative design to elevate athletic performance.

Our team was responsible for the conceptualization and execution of the entire campaign. My role was to develop a strong motion direction and approach, supporting and overseeing the creation of various campaign visuals and motion elements for the films and product launch.

You can see the experiments and direction research in the film below.