In June of this past year I was approached by the 180 advertising agency in Amsterdam to help them out with the some custom typography for one of the campaigns the were working on. I went into their offices to be briefed (and sign a bunch of NDA's) and what I thought was about a 2 months worth of work turned into and almost al consuming project of a good 6 months.
They wanted me to do some custom lettering for the Adidas football boot campaign.
It meant having to design and draw two pieces of typography in (what became) 24 different languages... These included next to most western languages, Chinese, Japanese Arabic, Russian and Korean.
It was an offer I couldn't refuse so I went at it with all I had and the first applications are now being shown to the public....
The campaign was developed to promote the latest edition of the Adidas soccerboots; the Predator and the F50.
The Predator is a the shoe for the methodical, tactical, technical player whereas the F50 was designed with the more flamboyant, fast and playful player in mind. The concept behind the campaign was based on the idea of these shoes representing two different teams, the punch-line being "Two team,two attitudes, choose your side". This had to be reflected in the type.
(Click the image for a closer look)The type was based on two existing type-faces. One being the Flix and the other one the Cuba (a horribly cheap and crappy product and therefore needed a LOT of work before it was of any use). The reason for this was that they wanted to have other supporting typography in a similar style but were too cheap to let me design two faces from scratch... it wasn't that really, it would've just taken me too much time.
This is one of the first applications of the campaign. This one is in Germany and similar so-called 'mega-sites' will also be done in Brazil and Honk Kong. My typography is part of the print campaign. To check the commercials and other part of the whole thing check the Adidas website.
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