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adidas – Futurecraft

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With a mixture of animation and live-action, The Panics apply old fishing nets, plastic bottles, and 3D printing into a new marketing mold for Adidas.

In just a minute and a half, the film covers ten unique environments, giving each depth and character without skimping on the detail. There were “ rounds on rounds of experiments, development, and tweaking to make sure every moment, second and frame was just right.” Reappropriating material as both shoes and sustainability with their designs, Futurecraft is a delight to watch.

Directed by Fons Schiedon and supported by both the live-action team and the specialist in-house CG, design, and VFX crew Post Panic, the Futurecraft manifesto film is a mixed-media feast for the eyes. With transitions that never lose the silhouette but change according to the surroundings, the shifts between reality and digital environment create a form-and-function exchange that means the media doesn’t muddle the message.

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