ADIDAS TUBULAR

I was commissioned by PR agency H&K to create a series of images for the launch of Adidas Tubular trainers. The original brief was a simple 'take the sneakers out on the streets of London and shoot'. But I wanted to give them something a little more. Having done more research into the trainers I found out that they were originally named "TUBULAR" because of their iconic outsole design, modelled on racing car tyres, which are designed to be extremely light and durable. One of the many feedbacks that came back from consumers that purchased them early on was that they felt like they were walking on air, almost weightlessness. I took that as my starting point and concept developed visuals ideas. The conclusion was a series of levitation images that Adidas used in future launches and campaigns.