Concept project
Sonic: Ideal & Freak
A pop culture campaign that shows Sonic as his ideal self, then subverts him into an unexpected one, across posters, a sneaker, and an app.
The brief was to take an existing pop culture icon and show them in their ideal, favored image, then subvert them into a freak, unexpected version.
Ideal Sonic is the hero on the front page, golden rings and all. Freak Sonic is the villain on a wanted poster, trading rings for bat wings and blue for acid green. Every piece exists in both versions: the poster, a 3D sneaker, and a training app. Flip the switch above to compare them.
The sneakers were later redesigned on a new shared model. The Ideal pair is glossy red with a white strap, a gold ring buckle, and a ring at the heel. The Freak pair keeps the same shape but goes matte black, with bat wings off the heel, a bat buckle, a spiked sole, and a glowing green stripe.