Adidas Deconstructs Kevin Garnett

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Adidas "Step Inside KG"
He's got the talent of five men on the basketball court—and after stepping into NBA superstar Kevin Garnett's new shoe from adidas, you'll understand why. As the interactive component of the TBWA/Chiat/Day/San Francisco campaign that breaks the Minnesota Timberwolves superstar down into his five component personalities, the newly-launched "Step Inside KG" website created by interactive agency EVB expands on the fantasy worlds first seen in the TV spot. "We wanted to create an interactive experience that lived up to the TV experience, but took it a step further," explains EVB founder and creative director Jason Zada. "By making the site visually-rich, we allow the consumer to actually step inside KG, experience the personalities he brings onto the court and interact with the new shoe in a way that's never been done online."

Through high-end 3D graphics and seamless video integration, the site immerses visitors in the unique environment of each Garnett personality: the Halo-esque battlefield of the Leader, the dark cityscape of the Hero, the playground of the Kid, the gladiator arena of the Warrior and the stage of the Comedian. And by interacting with various characters in the background, visitors can unlock videos, posters, wallpapers and audio snippets of wisdom from KG—not to mention a unique look at the new footwear. "We shot the shoe in every environment, allowing the consumer to rotate it for the best view," says Zada. "Add in the sound, the video and the voice-overs, and it all creates a rich, textured experience that puts you smack dab into KG's personalities."
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