A compilation video of the Adidas reactive content project 2018.
This project is once again proof that reactive content brings in huge numbers of views & shares on social platforms. When the timing is right, and the asset is right the impact is maximised.
Working with Copa90 & Adidas we were asked to create animations of their top players that could be released during big football matches. If not during the game, shortly after.
If a player or a team does something big then we had the animation to fit, ready to be released to the world.
By far the most successful asset we created was the animation of Mo Salah: vimeo.com/274720824
During the UCL semi-final 1st leg Salah scored twice before half time. As the 1st half whistle was blown Adidas dropped the asset onto Instagram. By the time the players kicked off for the 2nd half the animation had been viewed more than 250k times. At time of writing the asset has had 2.5 million views on Instagram alone.
Most of the animations were specific to one player. We tried to sync into real life footage where we could but IP from the kits of other teams, logos appearing on advertising boards etc meant that usable footage was scarce.
We had the pleasure of being led creatively by a great team at Copa90. We chipped in with our own ideas for content but a lot those ideas got side-lined for being too wacky. Probably best we stick to what we do best – hand drawn animation and motion graphics.
How we did it
This project was done mostly by hand, frame by frame in Photoshop. After Effects was used for compositing and for the motion graphics for the boot endings.
We utilised several techniques for creating reference material. This could be reference used to describe to the client how a certain animation might look, or to create the movement we needed for a player’s action and body positions. These techniques ranged from creating a 3D version of the scene in C4D right down to filming ourselves in the office on our phones. If it works, it works!
Grizzle are a London based animation & motion graphics studio.