2007 saw Adidas (global) focus most of their marketing budget on the second version of their ‘Impossible is Nothing brand campaign. de-construct created this destination site to house the inspirational content of Adidas’ stable of world-class athletes including David Beckham and the current men’s 100m World Record holder, Tyson Gay.

Awarded a Gold Clio 2008, Content & Contact.

With deeper user-generated content ruled out by Adidas, we were left with tonnes of video content – courtesy of the ATL agency 180 Amsterdam – but nice films do not a website make. So we set about translating the athelete’s ‘impossible’ stories into a series of interactive games. We also opened the engine up to all users, allowing them to create their own ‘impossible’ games and then embed them in their myspace/blog.

As the Art Director, I was responsible for 3x online shoots in London, Madrid and Los Angeles as well as a team of 8 people including 3x designers, 3x flash developers, 1x sound designer, and the external agency creating the games.

Launch Impossible is Nothing