We were approached by adidas to explore the artistic use of technology as an expression of adidas Terrex’s active community. In response to the brief, we developed a generative data visualisation/AI system that tracked the community's social media activity to reflect the richness of content and user engagement in real-time.
adidas Terrex is the brand's outdoor athletic line known for its versatile and lightweight products. The brief was to explore and translate the Terrex athlete's experience on social media to a brand asset with the use of cutting-edge technology.
Working with AI image analysis techniques, we extracted image data from a #adidasterrex search on Instagram. We then used this data to power the evolution of an abstract mountainscape and to compose a generative soundtrack.
We fed the images into a GAN model trained on images of real mountains. The return is a mesmerising combination of visuals—an ML-driven, evolving mountainous landscape that mirrors the abstract.
Using an event or location-specific hashtags, we can yield unique content for specific moments, making it easy to create collateral specific to brand campaigns, sponsored events, product launches, store openings and more.
Planning, Direction: Mat Dobson (BYO)
Creative Direction & Technical Direction: Yosuke Ushigome (Takram)
Technical Advisory & AI Development: Memo Akten
Design & Development: Yosuke Ushigome (Takram), Ken Fujiyoshi (Takram)
Composition: Manabu Shimada