Where game energy meets real-world style
For adidas Z.N.E., I developed a campaign concept that blurred the boundary between gaming culture and everyday movement. Featuring gaming creator KimBlue, the visual direction brought the energy of a virtual game world into real urban environments—creating a bold, hybrid identity for the campaign.
Client : Adidas Korea
Category : Digital Campaign
Role: Art Direction · Concept Development · Visual Design
Output: Key Visual · Photography · Campaign Assets
Year: 2020–2021
Role
Led concept development, art direction, and key visual design for the adidas Z.N.E. campaign featuring KimBlue
Developed the visual language connecting gaming-inspired environments with real-world urban settings
Directed studio and location photography to build a consistent campaign narrative
Extended the visual direction across digital advertising and social campaign assets
Challenge
The challenge was to connect the performance-driven identity of Z.N.E. with gaming culture in a way that felt authentic to both worlds. Rather than treating gaming as a visual theme, the campaign needed a concept that could naturally connect virtual identity, physical movement, and everyday style.
BETWEEN REAL AND VIRTUAL
I developed the concept around the transition between two worlds: a controlled, game-like environment and the energy of the real city.
Studio imagery created the feeling of stepping into a virtual space, while location photography brought that same character into everyday life. KimBlue became the connection between the two—appearing less like a campaign model and more like a game character moving between virtual and physical worlds.
Outcome
The final campaign established a cohesive visual world that could move between studio, street, and digital formats while maintaining a consistent narrative.