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 conceived, 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 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.
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. These sites included Communication Arts, Hypebeast, High Snobiety, Format Magazine, Sneaker Freaker and Juxtapoz amongst many others.
Creative Director: Daniel Pollock
Art Director: Dimitri Kalagas
Copywriter: Chris Cork
Photographer: Christopher Tovo
Retoucher: Todd Riddiford
Sculptors: Roger Mitchell, Corey Thomas
Designers: Dimitri Kalagas, Yolanda Collins, Michael Pham
Illustrator: Michael Pham
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.
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.
Below are a series of images detailing the build process for each sneaker.