Footgear, adidas Kids · 2026
Big Shoes, Big Energy
Campaign planning · Scripting · R and D · CGI · AI compositing · Motion · Stills
Launches 1 November 2026Brief
Footgear came to us directly with one page: products, a season, a tone. We planned the rest.
Idea
Five worlds built once, six original children, the whole range shot in CGI through the season.
How it was made
7 stages, brief to delivery · scroll
One page from the client
A product list, a season and a tone: fun, playful, energetic. No scripts, no worlds, no cast. Everything after this line was ours.
- Client
- Footgear, direct
- Range
- adidas Kids, Summer 2026/27
- Tone
- Fun, playful, energetic
- Launch
- 1 November 2026
Rules before pictures
Before a single frame we wrote the production bible: look and motion rules, a lighting doctrine, where product sits in frame. And three hard rules.
- Rule 1
- Logos are never generated
- Rule 2
- Product accuracy is not negotiable
- Rule 3
- Every child is original
Six children who never existed
Each kid started as a character sheet: age, build, expressions, wardrobe, a palette and a line of personality. From the sheet we built turnarounds and body blocks so the same child could be lit and posed in any world, solo or in a group, and still be recognisably themselves.
Build the set once, shoot it all season
Five worlds, each built as an empty plate first: an arcade, a court, a park, a studio and a kids’ room. Scale, horizon and light were locked on the plate before any child or product went in, so the same world could carry the whole range.
Test, measure, throw away, test again
Scale tests to make a child sit believably on something the size of a car. Texture tests so suede reads as suede. Frame by frame QA sheets on every run cycle. Paper cut hearts made as real props so a pattern would hold up at 4K.
Real product, built world
Every shoe in the campaign is the client’s own packshot, anchored into the world and relit. Every logo is the official file, placed by hand and checked frame by frame. The generated part is the world and the light around it, never the product.
- Product
- The client's own packshots, relit
- Logos
- Official files, placed by hand
- Checks
- Frame by frame, every shot
Dark until launch
Reels, stories and stills for every social platform, and a 16:9 TVC for television. The finished frames stay under covers until launch.
Lights up 1 NovemberDeliverables
- Social: reels and stories in 9:16, stills in 4:5, for every platform
- A 16:9 TVC for television
- Campaign plan, scripts and a shot list for five worlds
Result
Launches 1 November 2026 for Summer 2026/27, across social and TV.
Credits
- Client
- Footgear, for adidas Kids
- Creative direction, CGI, compositing, stills
- Talelite Studio
Open on this case
- Confirm which process frames may be shown before launch
- After 1 November, swap the veiled finals and the hero for real frames (big-shoes-launch-swap.webp is ready)
- Add the TVC once it has aired and is hosted
