The stereotype is a barrier to many youngsters in their self-exploring and self-expressing journey. Their thoughts are unspoken, and choices are affected, leading to negative self-consciousness.
The campaign "Your Origin, Your Comfort" was created to encourage people to express themselves freely. Moreover, the campaign has followed Adidas' way of accentuating "the diversity" culture - by embracing everyone's choices and supporting them to be themselves in the most comfortable form.
Explaining the crime concept, we understand that being different and unique could be perceived as wrongdoing by people who follow stereotypes. However, that should not be the reason to restrict anyone from being comfortable with who they are. According to our research, among youngsters between 16 - 25, the majority have faced stereotypes based on their appearance. Therefore, we created a contrast between the character's images and their shoe designs to highlight appearance-based stereotypes and how Adidas shoes accompany them in their self-expressing journey.
We delivered our ideas through motion video, photoshoots, and space design. Each is divided into three phases:
Phase 1: Stereotype realization.
Phase 2: Attitudes toward stereotype.
Phase 3: Ignore stereotypes and be comfortable with the true self. "
Working Process
In this course, Students develop an advanced understanding of the principles and techniques of contemporary design practice, through inquiry-based learning in a studio environment. The course includes a studio-based project, through which students explore current and new thinking and specialized practice in design. The project focuses on the specific design discipline of graphics. For this semester, students worked with Adidas to create an extension of the brand, with sustainability as a concept, they worked in groups, and in collaboration with the Adidas design team, they generated brand stories, brand extensions, brand events, and motion graphics.
