Adidas - Celebrate Originality, Drawings

I could tell that this brief would of been predominately nailing down the aesthetics of the concept, I needed to make sure all of the hands were positioned perfectly on-top of the palm. This was because I'd always imagined the concept as a gif, this was because it was something I'd never experimented with and really wanted to design. I also thought it was a good way of making something near to an advert (obviously without the budget or lengthy time process involved). The illustrations also had to permeate a stylised look if they were to work among adidas originals work.

The reason I decided to include the nails is because I feel it adds a sense of playfulness and allows for some stylisation (with the concept in mind - viewers uploading their gestures to the adidas, originality, in your hands feed.)

I thought using 5 different types of hands covered enough different walks of life to be considered as a range.

In order to appeal to a large TMG, I had to incorporate different gestures that represented different human emotions. After in-depth research of suitable gestures, I came to the decision that I would design 5 different hand gestures, these consisted of; Peace, Love, Laid back, Rock’n Roll and also being No.1. 

If I was to unite all originals, It would be necessary to include both a white and black persons hand so the campaign worked coherently.

I’ve included the infamous ‘3 stripe’ Adidas uses within its brand to decorate the nails of the hands, subtle details like this bring all the elements together.

The selection process when it came to choosing a hand was difficult, I had scanned in a huge amounts of different positions of myself and Nigels hand. This allowed me to chose a hand that would compliment my illustrations.