Adidas - All Day I Dream About Sneakers
All Day I Dream About Sneakers was a global branding project created for Adidas Originals, inspired by their brand creeds, ‘Impossible Is Nothing’ and ‘Celebrate Originality’. The project brought to life the world's most 'original' range of sneakers, which were concieved, designed and directed into sculpted models by myself and writer Chris Cork. The full campaign extended into in-store posters, visual merchandising exhibits and a limited edition book, which appeared in key stockists throughout Australia and New Zealand.

Upon its launch, the campaign instantly went viral, with more than two hundred blog posts featuring the shoes appearing across the web within twenty four hours.



THE SNEAKERS

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THE BOOK
The book unified the collection by not only showcasing our original sneakers, but also by incorporating them into the life story of an avant-garde Adidas sneaker designer named Fritz Träumer - himself an original creation of the campaign. Both the written story and book design have been highly regarded and awarded. For a closer read, you can download a pdf of the book here.



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THE BUILD PROCESS

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THE WINDOW
The campaign also extended into a window display at Dakota 501, on Melbourne's Chapel St. We filled the window with a recreation of Fritz Traumer's mythical workshop, complete with the shoe sculptures, which were numbered and identified by a set of corresponding vinyl-cut labels on the window itself.



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CREDITS:

Art Director - Dimitri Kalagas
Copywriter - Chris Cork
Photographer - Chris Tovo
Retoucher - Todd Riddford
Sculptors - Roger Mitchell, Corey Thomas
Designers - Dimitri Kalagas, Yolanda Collins, Michael Pham
Illustrator - Michael Pham

This work was completed whilst employed at Lifelounge.