adidas Speed Pays

Turning speed into something you could play, measure and share.

For adidas and TBWA\London, Pixel Artworks helped shape a series of football-based challenges into a connected interactive experience.

As Creative Director, I led the visual and experiential direction, developing how the challenges worked, how they looked and how the physical activity connected to screens, scoring and digital takeaways.

Role

Creative Director

Created at

Pixel Artworks

Brand

adidas

Format

Interactive Activation

Play for it

Sprint-offs, dribbling and reaction tests turned the campaign into something people could physically take part in.

The challenge was to make every interaction feel immediate: run on real turf, move through real football drills, then let the digital layer amplify what was already happening through responsive visuals, scoring and live leaderboards.

The visual language, lighting and environment all worked together as one adidas world, so each activity felt part of the same experience.

Physical first

The best interactions didn’t need explaining.

Putting on football boots and sprinting down a strip of turf already made sense. The technology simply elevated that action: tracking performance, feeding the scoreboard and extending the experience beyond the physical challenge.

That principle shaped the work: start with something intuitive, then use the digital layer to make it more engaging.