NME & Adidas - Loco’s motion graphics for NMD trainer event at Future House
Please email Arlene, Dan, Jen or Saša at locomotion.co.uk or call us on +44 20 7304 4403 or visit our website locomotion.co.uk for more information or if you would like to discuss a script or treatment.
Those arbiters of cool, NME magazine, invited Loco’s motion graphics team to create a collection of on-screen content as part of their collaboration with Adidas Originals to celebrate the launch of the new range of NMD trainers. Our video art was to be shown at the BL-NK warehouse in Shoreditch, an experimental pop-up venue called Future House. Adidas took over the space for six days and nights to celebrate and inspire London’s creative talent as well as tie in with the NMD range—a shoe for the urban nomad and the next creative generation.
Loco’s design team took the NME logo as a starting point for their series of hypnotic kaleidoscopes, tripped out logos and neon Matrix-style visuals. These were pieced together with scratchy effects, dead space, white noise and VHS-type glitches to create a loop that would play for the 6-hour show. To fit the brief, our Creatives’ graphics also needed to work well with the Adidas brand and the dystopian set design of the warehouse space. Inspiration struck quickly, and our team delivered the finished motion graphics within a couple days of receiving the commission.
The site itself consists of two floors draped in foliage, tin foil, graffiti and neon lighting, which serve as a backdrop for the series of performances and workshops in music, fashion, art and design. Some of the coolest new British artists, designers and musicians with a future-forward ethos, aka Generation Nomad, front the campaign. NME’s co-sponsored Friday night featured performances from Blossoms, Crows, and Phil Taggart. The event runs 17th - 22nd March 2016. Online, Adidas NMD and Generation Nomad have hacked NME for a special issue. Follow @adidasUK @NME and @locosoho, or search for #NMD #myfutureis on twitter for related photos and videos.
For more examples of our work on events, click here. locomotion.co.uk/?s=events&searchsubmit=Search
For more about the NMD shoes, visit the Adidas website adidas.co.uk/nmd#home
For other industry press coverage, click here. thedrum.com/news/2016/03/18/adidas-launches-six-day-cultural-pop-shoreditch-shoe-launch
Brand: Adidas Originals NMD
Motion Graphics: Jon Davey, Sasa McCartney, Emily Ledger and Lee Bamsey
Post Production Producer: Arlene Dignam