Adidas – Glasses-Free
3D Brand Centre Launch
Live-Action and CG Integration for Glasses-Free 3D LED Displays
Client: Adidas
Agency: Current Global
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Adidas commissioned a large-scale glasses-free 3D launch sequence for the opening of its new Brand Centre at Knightsbridge Mall, Singapore.
The installation consisted of a 90-degree outdoor LED display wrapping around the corner of the building, designed to create a depth illusion visible to pedestrians without specialised viewing equipment.
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Triken Studios was engaged by Current Global to design and execute a mixed live-action and CG sequence that would fully exploit the depth characteristics of the display while remaining believable from a single fixed audience viewpoint.
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The project formed a central visual moment for the brand launch, requiring both high-impact creative execution and precise technical planning. This piece was awarded a Muse Creative Platinum Award for Live Experiences.
The challenge
Most glasses-free 3D sequences rely on fully CG environments, or at most a single live-action subject composited into the scene.
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This project introduced a significantly higher level of complexity:
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Eight live-action sports and media personalities needed to appear within the same 3D space simultaneously
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All talent had to navigate a complex CG obstacle environment without intersecting each other or the virtual geometry
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Motion needed to occur across all three axes: vertical, horizontal, and depth
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The illusion had to hold from a single locked viewing angle while still feeling dynamic and natural
Any spatial miscalculation would break the illusion or create visual collisions that could not be corrected in post.
The approach
Triken Studios developed the sequence as a spatial system rather than a conventional animation.
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The approach focused on:
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Extensive pre-visualisation to map exact spatial paths for each performer
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A full 3D animatic defining timing, depth position, and movement for all eight talents
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Careful choreography of live-action movement against CG obstacles
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Designing the environment as a navigable maze rather than a decorative backdrop
Each performer was assigned a precise trajectory through the scene, allowing vertical drops, ground launches, lateral movement, and depth traversal without visual overlap.
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A locked hero camera was used for the glasses-free 3D illusion, while additional cameras were deployed during the green screen shoot to capture supplementary angles for secondary edits.
Deployment
The final glasses-free 3D sequence was deployed on the exterior LED installation at the Adidas Brand Centre, serving as a central launch moment for the space.
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Additional renders and composites were produced to support a one-minute social cutdown, extending the lifespan of the campaign beyond the physical installation.
The outcome
The project delivered one of the most technically complex glasses-free 3D executions produced at the time, combining live-action performance and CG depth illusion at architectural scale.
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The work demonstrated:
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Successful coordination of multiple live performers within a single illusionary 3D space
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Reliable execution under strict spatial and viewing constraints
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A scalable workflow that supported both large-format installation and social distribution
The sequence positioned Adidas’s Brand Centre as a landmark experiential launch while showcasing how advanced pre-visualisation and motion systems enable creative ambition without technical compromise.