adidas global mother's day campaign
EXPERTISE
Film
CLIENT
adidas
YEAR
2021
project info
The brief
adidas approached us to help bring their global Mother’s Day campaign to life. It's a heartfelt celebration of mothers around the world and the many ways they continue to move, connect, and adapt. Illustrator Josephine Rais had created a series of six vibrant illustrations depicting mothers in everyday moments, from prenatal yoga to video calls with family.
Our task at Woodwork Amsterdam was to transform these static illustrations into a cohesive, cell-animated story. The goal was to maintain the softness and warmth of the original artwork while adding motion, emotion, and flow creating a visual narrative that felt both universal and deeply personal.
Our approach
Working closely with Josephine Rais, we developed a fluid animation concept that connected each mother through seamless transitions. Using the artist’s signature “blobs” as a storytelling device, one character naturally morphed into the next, symbolizing the resilience and adaptability shared by mothers everywhere.
We embraced a creamy, pastel color palette and gentle pacing to mirror the calm, nurturing tone of the campaign. Small storytelling details added authenticity and warmth, capturing how families found new ways to stay close even while apart. The final series of vignettes was released globally across adidas’ digital platforms, celebrating the beauty, strength, and everyday heroism of mothers in motion.
project info
The brief
adidas approached us to help bring their global Mother’s Day campaign to life. It's a heartfelt celebration of mothers around the world and the many ways they continue to move, connect, and adapt. Illustrator Josephine Rais had created a series of six vibrant illustrations depicting mothers in everyday moments, from prenatal yoga to video calls with family.
Our task at Woodwork Amsterdam was to transform these static illustrations into a cohesive, cell-animated story. The goal was to maintain the softness and warmth of the original artwork while adding motion, emotion, and flow creating a visual narrative that felt both universal and deeply personal.
Our approach
Working closely with Josephine Rais, we developed a fluid animation concept that connected each mother through seamless transitions. Using the artist’s signature “blobs” as a storytelling device, one character naturally morphed into the next, symbolizing the resilience and adaptability shared by mothers everywhere.
We embraced a creamy, pastel color palette and gentle pacing to mirror the calm, nurturing tone of the campaign. Small storytelling details added authenticity and warmth, capturing how families found new ways to stay close even while apart. The final series of vignettes was released globally across adidas’ digital platforms, celebrating the beauty, strength, and everyday heroism of mothers in motion.
project info
The brief
adidas approached us to help bring their global Mother’s Day campaign to life. It's a heartfelt celebration of mothers around the world and the many ways they continue to move, connect, and adapt. Illustrator Josephine Rais had created a series of six vibrant illustrations depicting mothers in everyday moments, from prenatal yoga to video calls with family.
Our task at Woodwork Amsterdam was to transform these static illustrations into a cohesive, cell-animated story. The goal was to maintain the softness and warmth of the original artwork while adding motion, emotion, and flow creating a visual narrative that felt both universal and deeply personal.
Our approach
Working closely with Josephine Rais, we developed a fluid animation concept that connected each mother through seamless transitions. Using the artist’s signature “blobs” as a storytelling device, one character naturally morphed into the next, symbolizing the resilience and adaptability shared by mothers everywhere.
We embraced a creamy, pastel color palette and gentle pacing to mirror the calm, nurturing tone of the campaign. Small storytelling details added authenticity and warmth, capturing how families found new ways to stay close even while apart. The final series of vignettes was released globally across adidas’ digital platforms, celebrating the beauty, strength, and everyday heroism of mothers in motion.
