ADIDAS: HARDEN VOL.1 LAUNCH CAMPAIGN

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My Role: Design

Client: ADIDAS
Produced By: WE ARE ROYALE

ADIDAS : HARDEN

THE CHALLENGE

Whether it was how he performed on the court or celebrated good plays, James Harden set himself apart in more ways than one. Adidas releasing the Harden Vol. 1 required a launch campaign that was as unique as Harden himself. 

THE APPROACH

Drawing from Harden’s disruptive nature, the new release of his shoe, and the asymmetrical unexpected design of the shoe, the theme of the campaign was clear. The design aesthetic, motion language, and visual treatment all needed to reflect ideas of disruption. It was time to wake the game up.

MY ROLE

For this project, my task was to create design after design of disruptive compositions including James Harden and type that reflected the core idea, Wake the game up. Adding glitch effects, repeating photography, pushing the limits of typography, and utilizing the limited palette were all aspects of the process. I worked with the art director and the animators to provide designs and type layouts that the team needed during production. 

THE OUTCOME

As a designer, I loved the freedom this project offered with it’s visual direction. It was literally a playground for edgy design and fresh typographic explorations.