Here are our latest success stories.
These case studies outline the objectives, process and solutions we’ve developed for some of our favorite projects. You can search by category or by project. If you’d like to learn more bout our work, please send us a note. We've done a lot of stuff we’re not allowed to publish on this website.
Liquid works with adidas on national retail campaign.
The retail launch of the SuperStar shoe for adidas was a big job. Well...just look at the size of those shoes! Seriously, the project was significant and it involved a photoshoot in Los Angeles with the artists that decorated the giant shoes as well as the design of merchandising materials for stores all across the country.
Guidelines and assets.
At the kick off meeting, the adidas marketing team outlined the scope of the project and shared with us the concept for the campaign designed to launch the SuperStar shoe. The launch campaign was called “The Left Right Project” and was an extension of the global campaign for the adidas Originals brand, which is titled “Celebrate Originality”. The concept involved two artists, one from the East Coast and the other from the West Coast who were invited to decorate two giant replicas of the shoes with built-in wheels that allowed them to be rolled about. Each artist was to work in secret, and - once the shoes were fully decorated - the two shoes were to be rolled out onto the pier at Venice Beach in Los Angeles, where the two shoes would meet and the artists would get to see each other’s work for the first time. The concept supported the Originals brand and extend the “Celebrate Originality” theme. So, before we started any of the real work, we studied the guidelines, reviewed all the brand assets, and completely immersed ourselves in the project.
At the kick off meeting, the adidas marketing team outlined the scope of the project and shared with us the concept for the campaign designed to launch the SuperStar shoe. The launch campaign was called “The Left Right Project” and was an extension of the global campaign for the adidas Originals brand, which is titled “Celebrate Originality”. The concept involved two artists, one from the East Coast and the other from the West Coast who were invited to decorate two giant replicas of the shoes with built-in wheels that allowed them to be rolled about. Each artist was to work in secret, and - once the shoes were fully decorated - the two shoes were to be rolled out onto the pier at Venice Beach in Los Angeles, where the two shoes would meet and the artists would get to see each other’s work for the first time. The concept supported the Originals brand and extend the “Celebrate Originality” theme. So, before we started any of the real work, we studied the guidelines, reviewed all the brand assets, and completely immersed ourselves in the project.
Photoshoot.
The first part involved shooting the artists at work while they painted the shoes, so we would have images that captured the process and the spirit of the art project. We worked alongside the film crew, and shot thousands of stills documenting every aspect of the process. We enjoyed getting to know the artists (one of them was Sam Flores - a well known artist from San Francisco, and the other was an art collaborative from New York called Surface to Air). At first, the shoot took place in warehouses in Los Angeles where the artists worked independently, without ever peeking at each other’s work. That part took three days. Next, we followed the shoes on their voyage to Venice Beach, and captured the artists as they got to see the other’s work for the first time with the craziness of Venice Beach as a perfect backdrop for the event.
The first part involved shooting the artists at work while they painted the shoes, so we would have images that captured the process and the spirit of the art project. We worked alongside the film crew, and shot thousands of stills documenting every aspect of the process. We enjoyed getting to know the artists (one of them was Sam Flores - a well known artist from San Francisco, and the other was an art collaborative from New York called Surface to Air). At first, the shoot took place in warehouses in Los Angeles where the artists worked independently, without ever peeking at each other’s work. That part took three days. Next, we followed the shoes on their voyage to Venice Beach, and captured the artists as they got to see the other’s work for the first time with the craziness of Venice Beach as a perfect backdrop for the event.
Photo selection.
Four days of shooting yielded thousands and thousands of frames. Our designers and photo editors sorted through all of the images and selected the ones that told the story in the most compelling manner possible. At the end, we built a library of images for the campaign that included extreme vertical as well as extreme horizontal croppings....and captured the visual impact and the uniqueness of the event.
Four days of shooting yielded thousands and thousands of frames. Our designers and photo editors sorted through all of the images and selected the ones that told the story in the most compelling manner possible. At the end, we built a library of images for the campaign that included extreme vertical as well as extreme horizontal croppings....and captured the visual impact and the uniqueness of the event.
Photo editing.
Once we had selected the final images, we started the process of optimizing each one of them in terms of color, contrast, cropping, etc. ensuring that each image used in the campaign reflected the energy and excitement we wanted to have associated with the shoe and with adidas.
Once we had selected the final images, we started the process of optimizing each one of them in terms of color, contrast, cropping, etc. ensuring that each image used in the campaign reflected the energy and excitement we wanted to have associated with the shoe and with adidas.
Retail merchandising templates
The retail campaign was executed in major athletic shoe and apparel retailers across the country. We designed a series of templates that allowed each retailer to have a slightly different interpretation of the campaign in their stores, while creating a visual style that would be easily recognized by consumers as part of the same adidas Originals campaign. We created an extensive set of designs to address a wide variety of merchandising needs - and provided each retailer with their unique set of templates that they could deploy across their various locations nationwide. The templates were accompanied with detailed specifications and instructions to help prevent the inappropriate usage of the images or the brand assets.
The retail campaign was executed in major athletic shoe and apparel retailers across the country. We designed a series of templates that allowed each retailer to have a slightly different interpretation of the campaign in their stores, while creating a visual style that would be easily recognized by consumers as part of the same adidas Originals campaign. We created an extensive set of designs to address a wide variety of merchandising needs - and provided each retailer with their unique set of templates that they could deploy across their various locations nationwide. The templates were accompanied with detailed specifications and instructions to help prevent the inappropriate usage of the images or the brand assets.
Retail merchandising templates
Every store has different requirements, different merchandising systems, and different marketing needs. And, that’s what made this job a big one. We created countless of versions for every imaginable type of point of purchase materials, including window posters, shoe stands, wall art, merchandising display graphics, etc. It was a lot of work, and it had to be delivered in record time. However, the folks at adidas were great, and it motivated us to work through the long hours and sleepless nights until the job was delivered.
Every store has different requirements, different merchandising systems, and different marketing needs. And, that’s what made this job a big one. We created countless of versions for every imaginable type of point of purchase materials, including window posters, shoe stands, wall art, merchandising display graphics, etc. It was a lot of work, and it had to be delivered in record time. However, the folks at adidas were great, and it motivated us to work through the long hours and sleepless nights until the job was delivered.
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