Adidas FUTURECRAFT.LOOP – Made To Be Remade

Adidas FUTURECRAFT.LOOP is a transformative approach to designing performance shoes that are made to be remade from the outset, by using one material type and no glue. Each component is made from 100% reusable TPU – it’s spun to yarn, knitted, molded and clean-fused to a BOOST midsole using Adidas SPEEDFACTORY technology.

Asked to work directly with Adidas on their FUTURECRAFT brand, THE PANICS rose to the challenge of a dream project. With their director Fons Schiedon at the helm, 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.

They looked to pack the film with different looks and vibes, not giving the viewer even a second to lose interest. Coming in at just a minute and a half, we travel through over ten unique environments. This meant rounds on rounds of experiments, development and tweaking to make sure every moment, second and frame were just right.

In line with The Panics’ philosophy, the mixed media approach never dominates but only enhances the message. Seamless transitions between reality and digital creation, a strong, consistent camera movement, and the irresistible composition courtesy of ANTFOOD make that happen. It’s a marriage between form and function with the craft never detracting from but always enhancing this memorable visual journey.

Credits
Production company: The Panics
Client: Adidas
Campaign: Adidas FUTURECRAFT.LOOP
Director: Fons Schiedon
Executive producers: Ania Markham, Jules Tervoort
Producer: Kristian Stoykov