The first date in the FIFA World Cup calendar is the launch of the new Adidas football. We were brought in from the project’s conception, through to developing concepts and storyboards, to producing the final finished audio and video designs. We produced the entire technical event. This included creating a 2-meter inflatable ball, mapping the historic mansion, the Parque Large in the Royal Botanical Gardens of Rio de Janeiro, with Ai and getting 9 projectors on site. We also consulted on the journalist’s positions for the 52 world-wide live camera feeds. The spectacular projection event also kicked-off the countdown to the official FIFA tournament.
Our visual and audio narrative first identified the unique aspects of Rio de Janeiro’s iconic 19th century Parque Lage mansion, it then pulled in the surrounding foliage of the botanical gardens and then switched to the 2D graphic look of the Adidas federation teams.
The high-octane visuals paraded the colours and patterns of the Adidas teams on the walls of the Parque Lage before the gigantic mystery ball came alive with the designs of previous balls. Our 3D animations referenced all 9 of the previous legacy Adidas Tournament Balls (Adidas made every FIFA World Cup ball since 1970), such as the Tango 2012 and the Cafusa 2013; each unravelling one right after the other. Then we highlighted some technical facts surrounding the Brazuca’s creation before the colours and ribbon design of Brazuca burst out. The name “brazuca” is an informal local term to describe the Brazilian way of life.
We created animations inspired by traditional Brazilian graphic design to mix into the live video feed of the projectors for the rest of the trendy party. Former winning captain Cafu, Dutch legend Clarence Seedorf and Flamengo forward Hernane were part of the star-studded event.
Close attention to Adidas existing branding required considerable R&D, planning and execution. Immersive also produced the entire technical event, delivering a bespoke 2-metre ball, supplying the kit, mapping the historic mansion and consulting on the journalist’s positions for the 52 live camera feeds.
Immersive - The Art of Experiential Design
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