Client: adidas Thailand · Brand Campaign CH1 Multi-Sport · Digital OOH · Bangkok · 2024
YOU GOT THIS — adidas' global campaign about the pressure of sport — took over Bangkok for 30 minutes at evening rush hour: about 400 digital screens across malls, BTS and MRT stations, MBK and Siam Square, all playing at once. My job was to rebuild the campaign for every screen. From the APAC source files — the 30-second film, stills, graphics and type — I resized and recomposed a version for each screen at its exact pixel size, turning stills and graphics into motion where a screen needed it, with multi-screen choreography for the big atriums and an end card that reflows for every ratio.
My role: motion adaptation of film, stills and graphics for every screen size · multi-screen choreography · end-card type system · on-site mockups · pixel-exact delivery & QC
01 The Media Plan · 02 One Campaign, Every Size · 03 Multi-Screen Moments · 04 The End Card · 05 On the Streets
01 — The Media Plan: 400 Screens, 30 Minutes
The plan came in five packages: a 30-minute BKK takeover across the city’s big digital sites (Parc Paragon, Interchange 21, EM District, Show DC, Sathorn, Bangkok Jam, the centralwOrld Panoramix and more), the BTS Welcome Pack, MRT station displays, the MBK Mega LED and 35 screens around Siam Square. Together they added up to more than twenty different pixel sizes — drawn to scale in the board below.
02 — One Campaign, Every Size
The source was a 16:9 film plus campaign stills, graphics and type. The screens were not 16:9: wide BTS banners, tiny 288 × 432 panels, a 1418 × 2835 portrait LED, a 1600 × 240 rooftop strip. For each size I reframed the footage shot by shot so the athlete stays in frame, and rebuilt the stills, graphics and text as motion layouts where the film alone didn't fit. Each file went out at the exact pixel size of its screen.
03 — Multi-Screen Moments: One Atrium, One Sequence
The biggest sites are clusters of screens, not single frames. At the Panoramix in centralwOrld — five horizon screens, four 4K panels, five pylons and a tall vertical screen — I laid the film out as one sequence across all of them, then let YOU GOT THIS spell out screen by screen at the end. Before delivery, every site was checked as an on-location mockup so the client could see each cut where it would actually play.
04 — The End Card: Type That Reflows
Every version ends on the same line — YOU GOT THIS, set in widely spaced serif capitals. I built it as a small type system rather than one frame: a 3 × 3 stack for landscape screens, a single line for the 1600 × 240 rooftop strip, and letters laid over the athlete on the tall portrait LEDs, so the line holds its rhythm on every ratio.
05 — On the Streets: As Captured
Plan B Media, the media owner, filmed the takeover across the city at evening rush hour and posted it on YouTube in March 2024 — the film at the top of this page. In case that post is ever taken down, the board below keeps a record: six moments from their film, from centralwOrld and Emsphere to the Saint Louis pylons and the corner LEDs.
