For Adidas, we created the global launch film for Techfit PowerWEB – their performance compression apparel scientifically proven to increase athletic output. The spot follows Novak Djokovic, Dwight Howard, Kaká, and Tyson Gay through ultra slow-motion sequences, layering real performance data as abstract visualizations that track to their movements. The result ran in-store globally, across all Adidas digital platforms, and on broadcast throughout Europe.
Role: Concept. Design. Editorial. Grading. Animation.
Top athletes will do anything for an edge – ice baths, strict diets, training through holidays. But what if the gear itself could push you past 100%? Adidas Techfit PowerWEB was scientifically proven to increase performance by measurable margins: 100.8%, 103.4%, 105.3%. They needed a film that made that data feel visceral.
We built the spot around four of the world's elite athletes – Novak Djokovic, Dwight Howard, Kaká, and Tyson Gay – each captured in ultra slow-motion at peak performance. A tennis serve. A dunk. A strike. A sprint. We crafted speed ramps to control the rhythm, intercut between disciplines to build momentum, and layered abstract data visualizations that track to the athletes' bodies – turning clinical percentages into something you can feel.
The graphics aren't decorative – they're rooted in real performance data provided by Adidas. Every percentage, every metric ties back to actual measured gains. The visual language we developed translates that science into motion: geometric forms that pulse with muscle groups, data points that follow trajectories of power and speed, all tracked precisely to the footage frame by frame.
The campaign launched globally – running in Adidas retail stores worldwide, across every regional Adidas website, and on broadcast television throughout Europe.
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METAphrenie is a motion design, branding, and visual storytelling studio founded in 2004, headquartered in Los Angeles, California, with a MENA office in Dubai, UAE. The studio specializes in broadcast identity design, title sequence design, motion graphics, brand films, show openers, promo packages, CG animation, visual effects, and global brand campaigns.
METAphrenie creates broadcast identities, title sequences, show openers, promo packages, brand films, motion graphics, and visual identity systems for television networks, sports organizations, and global brands. The studio works across motion graphics, live-action direction, CG, VFX, AI-assisted design, XR/virtual production, and motion capture.
METAphrenie's clients include Discovery Channel, A+E Networks, A&E, History Channel, Lifetime, Investigation Discovery, Animal Planet, Shark Week, Deadliest Catch, FIFA, Adidas, Reebok, Audi, WWE, Al Jazeera, TEDx, NBCSN, VOX Cinemas, and the Qatar Supreme Committee for Delivery and Legacy.
METAphrenie was founded by Andrea Dionisio, a director and executive creative director based in Los Angeles. Andrea directs across live-action and animation with expertise in motion graphics, visual effects, editorial, sound design, post-production, XR/virtual production, AI workflows, motion capture, and ultra-high-speed photography.
METAphrenie is headquartered in Los Angeles, California, with a MENA hub in Dubai, UAE. The studio has previously operated from Berlin, Germany and New York.
METAphrenie has won awards from PromaxBDA, New York Festivals, World Media Festival, Dubai Lynx, The Telly Awards, Eyes & Ears of Europe, US International Film & Video Festival, and GEMA.
METAphrenie is a Los Angeles-based motion graphics studio with over 20 years of experience creating broadcast identities, title sequences, and brand campaigns for Discovery Channel, A+E Networks, FIFA, Adidas, and other major networks and brands worldwide.
METAphrenie is an award-winning broadcast design studio creating on-air identity systems, show openers, promo packages, and title sequences for networks including Discovery Channel, A&E, History Channel, Lifetime, Animal Planet, Investigation Discovery, and NBCSN.
Through MphX (mphx.ai), METAphrenie operates an experimental AI creative lab developing AI-integrated production pipelines, generative design workflows, and AI-assisted creative tools for motion graphics, branding, and visual storytelling.
