Artist David Popa Creates Epic 3D Painting of New Adidas Shoe in the UAE Desert

This is not CGI

Dubai-based Havas Middle East commissioned artist David Popa to create, by hand, a massive anamorphic art piece in the Arabian desert. Measuring 100-meters wide, the installation touts the Adizero Desert Runner, a limited-edition shoe from Adidas.

And it’s truly something to see.

Here, two Havas creatives—ECD Leo Rosa Borges and head of content Ahmad Raslan—discuss the challenges and rewards of this monumental project.

MUSE: You could have created something that celebrated the technical aspects of this shoe, but you went in a more artful direction. Why is the link between sports and creativity so powerful?

Leo Rosa Borges: For Adidas and Havas, creating something straight-up functional to launch this shoe would feel like a missed opportunity. This campaign was an example of pushing to create something that has never been done before. We’re in the business of creating impact, and we found the inspiration to do that in the desert. If you’ve never been in a desert like Al Madam in the UAE, you may not get it. But it is a magical place. It may be perceived as barren, devoid of life—but it’s the opposite. The desert is an extraordinary force of nature. It humbles you with its vastness. It inspires you with the way the light hits the dunes at different times of the day. It dares you to survive. There’s no way to communicate this feeling if not with art.

Why were you excited to work with David Popa?

Leo Rosa Borges: David’s work becomes one with the landscape. And that’s exactly what we want to do with this project—to create a piece that doesn’t fight the desert, but becomes part of it. The terrain was unique. Never before has a large-size artwork like this been created on the face of a dune. The sinuous angles and soft sand created challenges that called for solutions created on the spot. David was up to the task. One time, he referred to himself as an “adventure artist.” He thrived in the uncertainty of the project and delivered a one-of-a-kind piece that blew everyone’s mind.

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With this type of project, no matter how much pre-planning you do, you ultimately figure out how it is really going to work on location. Am I correct about that?

Leo Rosa Borges: This kind of work is very different from, say, making a TV spot. Nothing is certain. The first comp we present to Adidas was very different from what we achieved in the end. During the planning, I kept telling the client “we are going on an adventure together.” Because the only thing I could promise them is that we’d get the best partners and give our all to make this outstanding. It takes a brave client to go on an adventure with you.

Ahmad Raslan: From a production standpoint, we scouted six different deserts across the UAE. Each desert had unique characteristics, from the color of the sand to the texture and shape of the dunes. This process alone was incredibly time-consuming. We needed to find a location that not only met the artistic vision but also maintained logistical feasibility for the artist and crew, who would be working in the desert for several days. Even after identifying a potential spot, we had to consider the scale and positioning of the artwork to ensure it aligned seamlessly with the natural contours of the land. This was something that couldn’t be fully planned in a studio. Factors like the texture of the sand, the movement of the wind and the way light interacted with the space required us to make on-the-spot adjustments.

Can you explain what the conditions were like in the desert? Was there any point where you might have second-guessed your decision to make something so ambitious in such difficult terrain?

Ahmad Raslan: The searing heat during the day, often soaring above 40°C, made every task physically and technically demanding. The wind, while often subtle, could suddenly pick up and disrupt the layout of materials or scatter sand over elements of the artwork. The constantly shifting dunes added another layer of complexity, requiring us to adapt our plans continuously. There were definitely moments when we second-guessed our decision. In the early stages, we faced unexpected logistical challenges, such as sourcing the right materials for the artist and transporting them across the soft desert terrain. The first couple of days were particularly grueling, as we laid out the heavy canvas, a process made even harder by sudden gusts that nearly derailed entire sections of the installation. Another challenge was ensuring the area remained secure, as the open spot was frequented by tourists and locals, who could have accidentally driven over the canvas. Despite these hurdles, the desert’s beauty and scale kept us motivated. We watched the sunrise from behind the mountains, saw camels and local farmers passing by. It was a constant reminder of why this project and location were worth every effort. Each of these elements made the experience unforgettable and added a profound layer of authenticity to the project.