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Loaded | adidas Originals

Chase the Spark

  • 3AM
  • Insights

Where will your spark take you?

We partnered with Loaded and adidas Originals to launch the second chapter of Ninja’s TIME IN story with an anime-inspired campaign that spoke to Tyler’s personal journey while encouraging everyone to chase after the things they’re passionate about.

Services

  • Strategy
  • Creative Direction
  • Original Content
  • Key Campaign Visuals
  • Digital
  • Social

Hero Animation Video

When Ninja started playing video games as a young kid, no one saw a future in it—but that didn’t matter. Gaming ignited a spark in him that he enjoyed too much to stop, and the more he chased that spark, the more possibilities opened up ahead of him. 


We created an animated piece to tell this story, using key moments from Ninja’s life to show how doing what you love can lead to amazing things and inspire others in the process. Being popular among gamers and sneakerheads alike, anime felt like the perfect genre to bring this epic journey to life.

Campaign Key Visuals

“I’ve always loved anime, so this is like a dream come true. It’s exciting to see my story told in this way, and I’m so honored to collaborate with such a talented team of animators, designers, and storytellers who have all chased their own sparks to get to where they are now.”

--Ninja

TWITCH PREMIERE


To kick off the campaign, Ninja debuted the “Chase the Spark” animated piece for fans during his Twitch livestream, giving them the unique chance to hear his personal commentary about the experience. He followed it up with a live unboxing of the four shoes, giving his fans the first look at the new drop.



Live Unboxing on Twitch

Social Media


The campaign came to life across the adidas Originals and Ninja social channels with imagery inspired by the hero animation video that gave his fans an even more in-depth look into his journey, and the personal touches that made this campaign so authentic to his life story.


Character first look


We created these cryptic character reveal posts for Ninja’s Instagram Stories and Feed to tease his fans and get them talking about what might be coming next in his collaboration with adidas ahead of the official announcement.

Character First Look | Social

"Behind the stories" series


To let fans know just how personal every scene in the animated spot was to Tyler, we created this series of posts that let him tell the story behind the pivotal moments highlighted in “Chase the Spark.”


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PRESALE POSTS


Presale Post 1 | Social
Presale Post 2 | Social
Presale Post 3 | Social
Presale Post 4 | Social

360 Product gifs


360 Product GIF | Nite Jogger (Black)
360 Product GIF | Nite Jogger (Orange)
360 Product GIF | ZX Torsion (Gray)
360 Product GIF | ZX Torsion (Purple)

Digital Experience

Coordinated digital strategy


The campaign was also integrated across multiple digital touchpoints including the adidas.com home page, individual product pages, email, and the adidas app.

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