Adidas - Game Changer
Description
What happens when creativity, technology, and brand vibe merge into one?
We brought together a dozen AI tools, added bold style and adidas’s signature aesthetic — and built a spec film that looks like a real brand campaign.
Not a single day on set — just AI, sneakers, and guts.
For us, this project marks a new chapter in working with AI.
I see the technology gaining momentum — and to stay ahead, we have to keep learning and experimenting.
At Shchi, we continue to build on this experience, exploring new ways to integrate AI into traditional production.
Not just to create content — but to tell stories that work, resonate, and inspire.
This student campaign titled 'adidas x ai: how Shchi Production created a brand spec using AI' was published in Russia in June, 2025. It was created for the brand: adidas, by ad school: Shchi. This Content, Experiential, and Film media campaign is related to the Fashion and Fitness industries and contains 2 media assets. It was submitted 4 months ago by Pyrev: Zhenya of Shchi Production.
Credits
Advertising Agency: Moscow, Russia
Production Company: Shchi Production
Director, AI Producer: Zhenya Pyriev
