We developed an out-of-home (OOH) campaign to support adidas Originals’ ZX Family “Take It To The Streets” campaign. The campaign leveraged guerrilla-style executions of wheatpaste street art posters throughout Beijing and Shanghai.
The posters were 1-to-1 full body-sized photography portraits of street-fashion models styled in adidas Originals’ looks wearing different ZX footwear. The posters were given a raw, selective desaturated treatment in which the models were made a muted black-and-white, while the ZX footwear were made bright and bold. The model poses in the posters were pre-designed to fit a variety of unexpected and interactive urban environments. The concept integrates different ZX footwear with street fashion and culture in an authentic, creative way.
We created a short documentary to capture the whole effort, from model photography and styling in our studio, to the graphic design and poster production, through to our street art teams in Beijing and Shanghai executing the artwork in the cover of night.
我们为配合adidas Originals ZX Family系列的“Take it to the Streets”宣传活动展开了一场游击式街头艺术活动，