Those arbiters of cool, NME magazine, invited Loco’s motion graphics team to create a collection of on-screen content as part of their collaboration with Adidas Originals to celebrate the launch of the new range of NMD trainers. Our video art was to be shown at the BL-NK warehouse in Shoreditch, an experimental pop-up venue called Future House. Adidas took over the space for six days and nights to celebrate and inspire London’s creative talent as well as tie in with the NMD range—a shoe for the urban nomad and the next creative generation.

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Loco’s design team took the NME logo as a starting point for their series of hypnotic kaleidoscopes, tripped out logos and neon Matrix-style visuals. These were pieced together with scratchy effects, dead space, white noise and VHS-type glitches to create a loop that would play for the 6-hour show. To fit the brief, our Creatives’ graphics also needed to work well with the Adidas brand and the dystopian set design of the warehouse space. Inspiration struck quickly, and our team delivered the finished motion graphics within a couple days of receiving the commission.

The site itself consisted of two floors draped in foliage, tin foil, graffiti and neon lighting, which served as a backdrop for the series of performances and workshops in music, fashion, art and design. Some of the coolest new British artists, designers and musicians with a future-forward ethos, aka Generation Nomad, front the campaign. NME’s co-sponsored Friday night featured performances from Blossoms, Crows, and Phil Taggart. Online, Adidas NMD and Generation Nomad have hacked NME for a special issue. Follow @adidasUK @NME and @locosoho, or search for #NMD #myfutureis on twitter for related photos and videos.

For more about the NMD shoes, visit the Adidas website.
For other industry press coverage, click here.
For more examples of Loco’s animation, click here.
For more examples of Loco’s content for on events, click here

Credits

Client: NME
Brand: Adidas Originals NMD
Motion Graphics: Jon Davey, Sasa McCartney, Emily Ledger and Lee Bamsey
Post Production Producer: Arlene Dignaman
Music: Wardrobe Girl by Bob Bradley

For more information about this video or if you would like to discuss a script or treatment, please email Loco or call us on +44 20 7304 4403.