Eyelevel for Adidas
2014,
Eyelevel, founded in 1991 in Prague, specializes in designing retail and brand experiences across industries like apparel and retail displays. Acquired by InnerWorkings in 2013 and later by HHGlobal, Eyelevel expanded its reach and capabilities, creating tailored retail environments and digital experiences for global brands.
Overview
Concept for interactive shoe shelf
To comply with the non-disclosure agreement, we have altered and excluded sensitive details in this case study. The information provided is solely our own and does not represent the views or opinions of Eyelevel/HHGlobal.
After a quick briefing, we organized the project efficiently, working late nights to create Photoshop layouts and iterating daily. Assets were animated in After Effects, featuring a 3D shoe render that activated the interface upon placing a shoe. DJ Twang provided custom sound design, perfectly synced to enhance the user experience.
GOALS
Create a unique shoe experience for a high-profile client
Design an artificial environment with special effects to highlight selected shoes and create an immersive space
Capture the entire process in a video and enhance it with sound
Work quickly and iteratively to meet the tight deadline
CHALLENGES
Significant challenges due to extreme time pressure
Rapid iterations, daily feedback, and working late into the night to stay on track
Managing multiple elements, including creating layouts, animating assets, and integrating 3D renders, demanded precise coordination and focus
Balancing creative decisions with technical execution under tight deadlines added to the complexity
RESULTS
The Adidas project, in close collaboration with the CEO of Eyelevel, was a great success, what resulted in winning a 4 million Euro pitch. We created an intuitive, engaging user experience by blending sleek design with innovative technology. Dynamic visuals, touch-based interactions, and a clean interface effectively showcased the product and aligned perfectly with Adidas’ brand vision. This quick, high-quality execution under tight deadlines within a week impressed the client and secured the pitch, highlighting the team's ability to deliver impactful, tech-driven retail solutions. Unfortunately, this portion of the pitch was never realized due to subsequent budget cuts.
Personal Learnings
In the Adidas project, honed the skills in creating realistic glass effects using Photoshop, which was a crucial element of the design. Due to tight deadlines, we had to work in parallel with the sound designer, delivering a quick animatic to ensure the project stayed on track. The fast pace often meant multiple late-night iterations, sometimes working until midnight. Eyelevel, a high-demand client with a keen eye for quality, appreciated our design work, which gave a sense of accomplishment. This positive feedback not only boosted confidence but also had a lasting influence on the approach to future projects.
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