The idea of “oddity” navigated us in how we shot the shoe. This was not a standard turn table shoot. It was a time for us to carry the disruption of the glitch edit into real life.
This was as much about creating a spot as striking as Harden’s personality as it was about giving Adidas a wealth of subversive imagery with which to build a social presence. After all, everything we do now finds its way into the frames of a looping animated gif. But here, it’s a natural fit. The disruption of the glitch effect gave us a place to hide brief moments of Harden breaking through the noise. Like a modern poltergeist, his screaming image tears through an otherwise glossy image of his product.