Adidas - Triple Black Collection
In fashion, black is the color of elegance. It adds layers of mystery and personality to those who wear it and is overall considered to be a timeless trend. Some of the greatest figures in film culture wear black, drive black cars or own black cats as a symbol of power and status. Triple Black is a core concept across the footwear industry, meaning sneakers with a black sole, black body and black laces. So we decided to make the most of it and celebrate black as a color. Welcome to the Dark-Mode-On universe.
Dark Mode - ON
Based on the dark mode vs. light mode trend of digital devices and platforms, we took an eclipse hovering over the city as a metaphor for dark mode happening in real life. When everything goes dark, we can celebrate the color black in its essence, by focusing on its beauty, natural elegance and personality.
The Dark Mode On concept aimed to encourage consumers to wear full black outfits along with their Triple Black sneakers by showing how cool and attractive black is as a color, represented in a series of objects and situations linked to the heritage of the Originals franchises featured in the campaign. Assets for digital and retail were produced for different markets such as NAM, Australia and APAC.
Flip the switch
Agency: Adidas Studio A
Location: Amsterdam
Production Company: Woodwork
Role: Creative Director