WELCOME TO FASTLAND
ADIDAS
What does space, hockey, an octopus, a cheetah, fighter jets, heavy metal, mad skills, creativity, tigers, hockey puck spaceships, ice planets, rubber ducks, pink orca’s, bears, crowns, fireballs and NHL Jerseys all have in common? Fastland. It’s all in Fastland.
VISUAL DEVELOPMENT
Using a combination of 2D and 3D animation, we made a hard hitting, face melting explosion of fast things going really fast towards the camera. Our main question, “What does Fastland actually look like?” So we took everything and put a hockey spin on it. Look, it’s a rockstar—put a hockey mask on him! Rinse and repeat until you feel like you are someplace called Fastland.
BUT HOW?
We blocked all of our camera motion with a 3D animatic to iron out all the big gestures. This provided reference for our 2D and 3D assets. Our 2D portions were animated to the camera and the 3D assets were placed in the 3D scene. A lot of itty-bitty steps leading to one cohesive and continuous shot.
THE SOCIAL SIDE
After the dust settles, we like to produce posts to extend the message on social media. Using the same Fastland style, we created social posts that catch the eye and that are fun to watch on repeat. We love building out an iconic campaign that can exist across multiple platforms.
HAND-DRAWN EFFECTS
Fastland begs for high energy effects animation. We layered kinetic animations with bright colors to produce explosive creative gestures that felt unique to Fastland. When layered on top of the scene, these effects should be felt without overpowering the composition. That said—the plan all along, was to smash your eyes with color and keep them open until the end.
