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ZX750 Guerrilla Street Art Project

adidas Originals

 

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To celebrate adidas Originals bringing back its iconic late-1980s ZX750 runners to China in a limited edition ‘bluebird dark slate’ colorway, we executed an epic guerrilla street-art campaign. The campaign engaged street artist crews in Beijing, Shanghai, Guangzhou, and Chengdu to bomb their hometowns with interpretations of the shoes in varied art styles.

Before hitting the streets, we pre-designed a stop-motion animation with hundreds of frames. Each frame of the animation featured the shoes in different positions. The frames were assigned to different artists around the country who had the freedom to recreate them in their own art stye. When the artists executed their artwork on the city walls, our photography team captured hi-res photos of each artwork. These photos were reassembled as the frames in this stop-motion video.

The animation tells the story of the ZX750s going on a nationwide journey while coming alive on city walls across China. The shoes’ urban adventure has them walking, jogging, jumping, spinning, dancing, etc., while the street-art styles and techniques morph from wheatpaste, to stencil, spray paint, marker, and stickers. The animation also links up a few select storefront treatments we incorporated into the campaign.


我们为adidas Originals复刻其八十年代末的ZX750经典鞋款进行了大规模的游击式街头艺术活动,此次旨在宣传ZX750暗灰蓝配色款在中国市场的推广。该活动集结了北京、上海、广州和成都的街头艺术家分别在各自城市中以多样化的街头艺术形式展现这双经典鞋款。

在街头执行之前,我们预先设计了一个几百帧的定格动画,这双跑鞋不停的走到不同的地点。我们将画面分配给不同的艺术家,并由他们在各自城市进行自由创作,而在每一位艺术家开始墙上创作时,我们的摄影团队则跟拍捕捉了这些作品的高清图片画面。最后这些照片也被融合到原本的定格短片中。

该短片展现了一场关于ZX750游走于中国各城墙面的国境之旅。这双跑鞋被艺术家们以wheatpaste、stencil、喷绘、马克笔涂鸦以及贴纸等街头艺术技艺在它的城市探险中漫步、小跑、跳跃、旋转、跳舞等等。片中亦展现出参与此次宣传的品牌指定店铺。