ADIDAS
Adidas NMD R1 R2 Shoe Morph Animation
for the Global Launch Campaign and digital retail displays
Project
Adidas NMD R1 R2 Shoe Morph Animation
Client
Adidas
Services
Creative Direction
3D Modeling
3D Animation
Motion Design
Deliverables
NMD R1 to R2 Morph Film
Social Media Teasers
Retail Display Visuals
AT Agency partnered with Adidas (in collaboration with The 88 / Annex) to architect a seamless visual transition between two generations of the iconic NMD silhouette. We delivered a high fidelity 3D animation designed to highlight the evolution of the R1 into the R2, emphasizing the "morphing" technology and updated design language of the sneaker.
The project centered on technical precision - ensuring the knit textures, Boost midsole, and structural elements transitioned fluidly. Using photorealistic rendering and dynamic motion, the visuals captured the sleek, nomadic aesthetic that the NMD line is known for, creating a bridge between heritage design and future innovation.
Our team provided creative direction and technical motion design, developing a cinematic visual language that felt both technical and organic. Key sequences included:
The Primeknit Morph: A granular 3D transition where the R1 pattern evolves into the R2's distinct textures in real-time.
Structural Evolution: Detailed close ups of the EVA plugs and Boost material shifting to reflect the R2’s streamlined silhouette.
Retail Optimization: The final assets were optimized for wide format retail LED walls and social platforms, ensuring crisp detail for global sneaker enthusiasts.
The result was a high impact digital experience that successfully launched the next chapter of the NMD legacy through cutting edge 3D storytelling.
The transition from R1 to R2 was more than a technical shift; it was a visual representation of Adidas’ commitment to constant evolution. By merging photorealistic 3D textures with fluid motion design, we created a digital centerpiece that didn't just showcase a shoe - it showcased the future of the NMD lineage. From the granular detail of the Prime knit to the structural shift of the Boost midsole, every frame was engineered to honor the past while defining the next generation of nomadic style.
Client
Adidas
Agency
The 88 / Annex
Creative Direction
Ash Travers
Production
AT Agency