FUTURECRAFT.STRUNG is an innovative footwear technology developed by Adidas that focuses on the design and construction of shoe uppers using a data-driven, precision-engineered approach. The process involves the use of advanced knitting techniques, where threads are strategically placed in specific directions and patterns based on performance data to enhance the shoe's strength, flexibility, and support. The upper is created using a single layer of material, which reduces waste and allows for a more customized fit.
Originally, we were tasked with executing a full 360 global campaign, but when the COVID-19 pandemic struck, the project was put on hold and ultimately canceled. Despite this, our team was still responsible for quickly pivoting to develop a revised scaled-down concept, creating a film and campaign visuals with limited time and resources.