Project overview (purpose)

Orchestrating Speed in a Fragmented Cityscape

Overview
A comprehensive visual campaign for the Seoul Marathon, centered on the performance and DNA of the Adidas Adizero series. Our objective was to translate the raw energy of long-distance running into a cohesive multi-channel experience, spanning from large-scale DOOH to highly targeted social media assets.

Challenge: Temporal and Spatial Constraints
The project demanded a high volume of deliverables within an aggressive timeline. The primary challenge was the disparity between available assets and the wide range of display formats. We were tasked with promoting the Adizero product line and the marathon event simultaneously, requiring a delicate balance of product focus and environmental storytelling.

Strategy: The Composite Canvas
Faced with limited high-resolution source material for ultra-wide displays, we moved away from traditional cropping. Instead, we implemented a "Stitching & Layering" approach. By deconstructing existing assets and recompositing them, we created expansive, panoramic visuals that maintained high fidelity and captured the marathon's immense scale.

Result /Outcome
Faced with limited high-resolution source material for ultra-wide displays, we moved away from traditional cropping. Instead, we implemented a "Stitching & Layering" approach. By deconstructing existing assets and recompositing them, we created expansive, panoramic visuals that maintained high fidelity and captured the marathon's immense scale.

Scaling Speed Across the Cityscape

Context
아디다스 아디제로(Adizero)의 기술력과 서울 마라톤의 에너지를 도심 전체에 이식하는 작업입니다. 극도로 제한된 타임라인 속에서, 파편화된 도시의 미디어를 하나의 일관된 브랜드 경험으로 엮어내는 것이 이번 프로젝트의 핵심 과제였습니다.

Challenge: Asset Constraints
가장 큰 제약은 '공간의 규격'과 '자산의 부족' 사이의 간극이었습니다. 마라톤의 현장감과 제품의 기능성을 동시에 보여줘야 했지만, 초대형 DOOH와 변형 규격에 대응할 수 있는 고해상도 소스는 한정적이었습니다. 우리는 단순히 주어진 이미지를 리사이징하는 것이 아니라, 기존 자산을 해체하고 재조합하는 'Composite Strategy'를 택했습니다.

Work

Zihyun LynnKim Digital & Motion Designer

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Zihyun LynnKim
Digital & Motion Designer