Where game energy meets real-world style
The campaign visualizes a world where reality and virtual spaces blend, expressing the Z.N.E. line’s bold performance and freedom of movement. Studio shots evoke immersive virtual worlds, while urban settings reflect real-life energy—blurring the line between gaming and reality. Featuring KimBlue, a creator who bridges digital and street culture, the campaign captures the dynamic presence of a game character brought into everyday life.
Client: Adidas Korea
Task scope: Digital Campaign, Art Direction, Graphic Design, Photo Shooting
Scope: Concept Development, Key Visual, Visual System, Campaign Assets
Year: 2020–2021
Role
Led art direction, concept development, and key visual design for the Z.N.E. campaign featuring Kimblue
Developed a hybrid visual system combining virtual and real-world aesthetics
Directed studio and location shoots to reflect immersive digital environments and urban energy
Created digital campaign assets across multiple platforms including DA and social media
Challenge
Translate the Z.N.E. line’s concept of freedom and performance into a compelling visual narrative
Bridge the gap between gaming culture and real-life movement in a cohesive campaign
Balance two contrasting environments—virtual and urban—without losing clarity or consistency
Engage a younger, digitally native audience through culturally relevant storytelling
Approach
Built the concept “Between Real and Virtual” to blur the boundary between digital and physical worlds
Used studio environments to simulate immersive, game-like spaces
Contrasted with real urban settings to ground the narrative in everyday life
Visualized KimBlue as a character transitioning between virtual identity and real-world presence
Designed a flexible visual system that could adapt across formats while maintaining narrative consistency
Outcome
Delivered a visually distinctive campaign that resonated with gaming and street culture audiences
Strengthened the cultural relevance of the Z.N.E. line among younger consumers
Successfully translated a performance product into an immersive storytelling experience
Established a scalable visual direction for future hybrid reality campaigns