| Title | BACK IN BARCELONA |
| Brand | ADIDAS |
| Product/Service | ADIDAS F50 MESSI BOOTS |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
|
Advertising Agency
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
|
Media Agency
|
CARAT London, UNITED KINGDOM
|
|
Production Company
|
@radical.media London, UNITED KINGDOM
|
|
Production Company 2
|
UNIT London, UNITED KINGDOM
|
|
Production Company 3
|
THE MILL London, UNITED KINGDOM
|
Credits
| Adam Fish |
Iris Worldwide |
Creative Director |
| Adam Fish |
Iris Worldwide |
Art Director |
| Ollie Agius |
Iris Worldwide |
Art Direction |
| Pete Ioulianou |
Iris Worldwide |
Copywriter |
| Ben Buchanan |
Iris Worldwide |
Account Manager |
| Thomas Van Schaik |
Adidas |
Global Brand Director |
| Henry Scotland |
Iris Worldwide |
Managing Partner |
| Rachel Long |
Radical Media |
Producer |
| Luc Shurgers |
Radical Media |
Director |
| Ben Schneider |
Radical Media |
Producer |
Brief Explanation
After the World Cup, Messi returned to Barcelona like the city had never seen before. adidas celebrated Leo's return from Rio with an amazing launch stunt for his new adizero f50 boots. 'More than a boot' Forget
projection mapping, this is projection touring. 20k, 10k, 7k, and 3k projectors fixed to cars, bikes and a body harness. The speed sensitive projection of the electric Barcelona Legend then played across the entire landscape of the city. Whipping up whirlwinds, smashing through architecture and even turning into a panther.
The stunt was PR'd and shared worldwide.
Creative Execution
We shot the world famous footballer on a green screen, before carefully roto'ing, grading and treating each shot before designing and animating over the footage to create the panther, flaming ball and exploding goal, using a combination of AFX and Flash animation techniques.
Each of these finessed shots were then optimized for projection, loaded onto a bespoke, speed sensitive iPad app, that allowed us to have full, live control over the projectors, and then projected from vehicles onto buildings, streets, parks and cars over two nights across the Barcelona landscape. Integrating live action footage with hand drawn animation and then projecting all of this, whilst moving, onto physical real life objects gave the whole piece a beautiful new dimension. Other than the edit and colouring there was very little post production.
The results looked fantastic lives well as in film. As Messi is projected running across multiple surfaces including trees, cars, streets and buildings it created so much depth and stunning organic texture to each shot.