adidas ‘Super Obsessed’ website showcases new range using mix of video and flash animation
2011 marks the first year that adidas has offered a full complement of Super Rugby supporters’ apparel. Rather than creating a traditional catalogue, Whybin\TBWA\Tequila, Auckland showcased the new range using a mix of video and flash animation to create a series of interactive videos on the adidas Super Obsessed website.
Catalogues can easily fall into the ‘boring’ category, so the challenge was to create something unique, functional and offered users something with a bit of funk. Realising that showcasing the gear in the moments of fans’ excitement would be a great opportunity, the agency just had to figure out a way of capturing all the energy and excitement in an experience that still allowed users to explore and interact with the merchandise.
Fans were integral in creating the online catalogue from the beginning. Using social networks, fans from around New Zealand were given the opportunity to spend the day with their Super Rugby heroes while being videoed for the interactive catalogue. They were filmed swarming players, while wearing the new merchandise. These videos were shot at 1000 frames per second. This allows website users to interact with the slow motion videos exploring each piece of Super Rugby apparel to find out more information, driving them to their local adidas store.
6 Comments
What’s happened to Whybins in NZ? They no where near the creative force they were.
I bloody love loading bars on websites. Especially websites that have 1 loading bar before you get to see the website and a second, slower loading bar before you’re able to do anything.
haha, each on of those short video segments is 20+mb. Fail.
They are to busy screwing the crew!
4:24 works fine with my boardband connection 5mb per sec, are you using dial-up? Personally I like the idea, but its let down by the site not having e-commerce.
didn’t they release this site six months ago? why the pr now? in trouble?
I can see where they were going with the idea and it’s all pretty cool really but it does need a video scrubber, or am I missing it?
Also, typical credits only involving the creative team. Who actually spent their nights making/building the site/app?