Built on 'TRUST YOUR RUN' platform by adidas, we created a campaign that engages runners in a conversation about repeated rituals to launch 3 new Intersport exclusives.
Runners latch onto rituals because it helps them refocus their mental energy. Rituals follow a specific script and are highly individual. Once the ritual is set, it is repeated. Over and over and over...
Challenge
Our challenge was to create a narrative that runners can genuinely relate to and be inspired by. The visual idea of repetition runs through the campaign to reinforce the power of doing something over and over again. In the end it’s about a running shoe and we want the viewer to be energized and motivated after watching the film.
The combination of completion and repetition creates trust.
We follow two parallel narratives: The rituals that drive the campaign message and running action. Both narratives have their own characteristic look and feel. The alternation between the running shots and the rituals results in visual appealing harmony.
For the running scenes we continually move forward from a one point perspective where we always portrait the runners either in an extreme wide shot, or close up. The running action is an ongoing movement that serves as a structural backbone for the video and is intercut with rituals.
We created a stabilized dynamic look using steadicams. The wide angle running shots act as breathers but also serve as a canvas for beautiful post produced compositions.
We went for a more subjective approach as it comes to the visualisation of the rituals. We stayed close to the talent and shot handheld, creating a sense of an unprepared, unrehearsed filming of reality. It makes the rituals feel real. A wide aperture creates a nice and soft image with a narrow depth of field helping us to address focus to our talent and the ritual itself.
ONE MINUTE PAST THE HOUR
FLAT RUNNING
TOUCHING LAMP POST
1 Idea to launch 3 Intersport exclusives from adidas across Europe.1 hero film, custom music, 6 product films, 9 key visuals, 18 running moments, 24 product shots built into multi-channel assets.
Execution
We facilitated a full-serivce production for creative studio Made in Amsterdam under heavy covid restrictions. We produced multiple moving image assets for online & social and created numerous photographic assets which capture running (based on global guidelines) and product on foot (for the global imagery).
Runners latch onto rituals because it helps them refocus their mental energy
Rituals follow a specific script and are highly individual.
And once the ritual is set, it is repeated.
Over and over and over...
Photostream
