20ten worked with adidas to create a series of social assets exclusively for JD sports. The digitally focused campaigns were built to deliver both static and moving content in line with the global creative execution that would give their retail partner engaging content for each shoe launch.

From model and location sourcing to creative direction and post production 20ten worked with adidas to ensure the creative vision was delivered consistently across every touchpoint.


20ten were asked to deliver a strategy and execution that showcases the new JD exclusive 2nd drop of the iconic adidas Prophere sneaker. The brief was to create a more approachable visual style whilst remaining firmly in the overall brand urban look.


Camera techniques including natural light and warmer tones were used before a new post production process was undertaken, giving the overall "glitch" styling an approachable yet urban feel.


The execution had to be consistent across multiple SKUs and ages so it was important to deliver a visual style that delivered consistency to audiences with individual personality coming from the models and direction


We felt that a computer generated 'glitch' style didn't quite deliver the right tone. A touch harsh we wanted to find a way to soften the pixels and give every image an authenticity that the campaign demanded. To achieve this, every image was created on the mac first, with the final step of the process was to shoot the image on our phones and and add back in as an overlay, giving an natural distortion. Every image was executed following this treatment style.


With the content for EQT we wanted to reflect the styling of the shoes themselves in an everday urban environment. The colour palette of the executions, location choices and lighting direction took their direct inspiration from the restricted palettes used in the iconic sneakers. The overall shoot was given a relaxed authority with the art direction, as both the static and moving content focused on the products within their inner city environments.

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