interactive photocall — product launch

Grande Halle de la Villette — adidas

Recode Running

Grande Halle de la Villette — adidas

— Jump in front of a camera to capture your frame by frame performance

For the launch of the Ultraboost 2019, Adidas partnered with the Paris marathon to present its running shoe during the inscription event at La Villette.

For this event, the brand conceived a place where the 40 000 expected participants were able to test the performance of the new running shoes. In this context we presented a custom made video call where the public was given the possibility of trying the new shoe whose main quality is the energy return.

In order to test this quality, we designed a jumping experience on the principle of chronophotography (or decomposed movement). The user was invited to jump in front of a camera to trigger the photoshoot. The camera captured multiple frozen frames of his jump in order to create a video revealing his performance. At the end of the experience, the user received an email with the video content ready to share.

To ensure the quality of the frozen frame, each picture is taken by using a Canon 5D at high speed. By using a high end camera, we can provide a high quality image whose multiple parameters such as the shutter speed, the aperture, the ISO or even the lighting balance of the shoot, are controlled by a custom made software.

In order to create the chronophotography images, we have created an application allowing us to control a Canon 5D DSLR at high-speed. The high definition images are saved by the program at a fixed interval during the user’s jump. At the end of the jump, the app processes the images using GPU custom image filtering techniques to create a real-time animation of the jump and save it as a video into a branded mock-up.

interactive LED floor is used to trigger the photoshoot

The experience is managed by a tablet which communicates with the application controlling the DSLR. After a three seconds countdown the user can jump which automatically triggers the high-speed photography using a touch sensitive LED platform. The shooting ends when the user reaches the second LED platform.

Commisioned by:
Ubi Bene
Brand:
adidas
Role:
Concept, Creative Direction, Design and Development

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