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A 2 metre long illustrated tapestry was knitted by the same machine that knits the upper for the adidas Primeknit running shoe. It tells the story of these innovative shoes and the clever technology behind them. Old knitting technology from the future!

The film explains what laser pterodactyls, baby giraffes, and evil robot overlords have to do with the new production processes adidas is employing to be more efficient and create better fitting running shoes.

Also created were 4 knitted key visuals showing the different colourways.

"Nike leads the industry in marketing through engaging ads and viral clips, though perhaps this video suggests a shift when it comes to audiovisual customer engagement." Sneakernews.com

Illustrations by Damien Weighill

Role: Creative lead, Copywriter, Art director

Lovie Awards 2013 Silver - Online Advertising - Best Copywriting
Lovie Awards 2013 People's Voice Award - Online Advertising - Best Copywriting

ADIDAS PRIMEKNIT from UMI on Vimeo.