a3 Forum (2005)

AGENCY | Carat
CLIENT | Adidas
CATEGORY | Online Ad Campaign

INVOLVEMENT (5 as the highest)
Concept/Strategy 3
Design/Art Direction 5
Animation/Execution 5

a3 Forum was a shoe especially promoted for the NCAA 2005. We came up with the idea of tradition of cutting the net after the final team wins the March Madness. Technically, the net was tricky to animate, but the most challenging part was the lighting effect at the beginning.
It looks easy but actually addicting white to bright area is much harder than adding black to dark area. After some experiment, the effect finally looked like what we expected. It’s very clean and neat online ad.