Mobiconf 2018: Amilcar Guevara Torija, AKQA
summary
Chronicles Adidas’ visual and channel shift across three eras—pre‑2013 clean TV films, 2013 Year Zero pivot to internet‑native work, and post‑2013 hybrid aesthetics—claiming culture both shapes and is shaped by the brand. Describes building an interactive Run DMC campaign that uses Google voice API, GPS geolocation and animated GIFs to create per‑user timelines, activating hundreds of animations via voice or keyboard. Notes a Flash production constraint, the fallback emulation for iOS, and that localized market activations succeed in driving unique engagement.
AI-written summary · about
chapters (6)
- 0:00Introduction and speaker background
- 2:54Adidas and pop culture
- 9:17Transformation of Adidas
- 26:50Post-2013 evolution
- 32:14Finding your own voice
- 36:56Q&A session
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