Design & Art Direction

Adidas Glitch

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Adidas Glitch

Every industry is being disrupted. Everyone is looking for innovation.
How do you make your latest pair of football boots desirable to aspiring young footballers?

Role — Design Director
Agency — Possible London
Client — Adidas Football
Year — 2016-2018


With its two-piece interchangeable construction GLITCH challenges everything you know about football boots. So we thought why not change the way you buy them?

We made GLITCH exclusively available through and app… and by invite only. Not even the stars can get their hands on them. Once signed up you can book a VIP fitting session and set reminders in your phone calendar.

Boots were delivered within 4 hours of purchase. You then go to try them out for two weeks with a no questions asked return policy.

Those who bought a pair got to decide how the community grow with their own set of invites, everyone became an influencer.

Project was initially launched in London in November 2016, and then followed by next releases in Berlin, April 2017 and Paris, June 2017.

Glitch won over 20 awards in festivals across the globe, including 5 Cannes Lions and 2 Clio Awards.

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5x Cannes Lions
Silver — Media
Bronze — Digital Craft
Bronze — Direct
Bronze — Media
Bronze — PR
Shortlist — Promo and Activation

2x Clio Awards
Gold — Medium Innovation
Silver — Apps

2x Creative Circle Awards
Silver — Best Digital Led Campaign
Bronze — Best Mobile Campaign

London International Awards
Bronze — Innovative Use of Digital

2x Campaign Creative Tech Awards
Gold — Best Customer Experience
Silver — Best Audience Engagement

2x Festival of Marketing
Gold — Mobile and Apps marketing
Gold — Retail and ecommerce

2x DIA
Gold — Best use of Mobile an Portable Devices
Gold — Best use of Digital in Retail

2x WPPed Cream
Winner — Design and Branding
Highly commended — Digital

PR Week Awards
Gold — Best Influencer Marketing Campaign

3x Content Marketing Awards
Gold — Best Use of Innovation
Silver — Best Retail Consumer
Silver — Best of Content on Owned Media Channels

Winner — Digital Community of the Year

Executive Creative Director — Pablo Marques
Creative Director — Ze Paz
Creative Technology Director — Stuart Thorne
Lead UID — Peter Schmiz and Istvan Makary
Lead UX — Pontus Persson and Joe Robinson
Copywriter –– Mike Watson

Adidas Senior Manager Digital Experience – Hans-Eric Noyons