ADIDAS ClimaHEAT - 'Not Made For Normal' -JASON RICHARDSON- Digital Campaign 2016 ---
“The Clima family of products are built for extreme weather and a certain kind of athlete; the kind of athlete that doesn't want weather to get in the way of their training or sport,” explains adidas Brand Design Creative Director Nick Cline. “That is how we came to the idea of 'Not Made For Normal." That's also why we chose to use Miniac Films to help bring this idea to life in both our films. They aren't your normal filmmakers.”
In “Not Made For Normal,” black and white footage of the athletes’ performance in this wintery setting strikes at the heart of the conditions dedicated athletes endure and also serves to distinguish the narrative from the product shots. The action sequences, striking, intense, and often fast-paced, contrast with the considered, slow motion product scenes, to convey the feeling that despite rough conditions you can always count on the product's technology.
“It was amazing to witness the athletes’ grasp the project's intention, and, with that, their willingness to run in freezing temperatures in the middle of the Andes, smiling and laughing the whole time,” recalls Pina. “Being able to travel the world and collaborate with people you admire is everything.”
“Not Made For Normal” is being featured on digital and social channels, as well as in adidas retail stores.
Creative Credits:
Client: adidas
Talent: Jason Richardson, Sharika Nelvis, Brianna Felnagel
Brand Marketing: Stephane Viarnaud
Advertising Agency: adidas Brand Design
Creative Director: Nick Cline
Producer: Nelleke Rekers
Production Company: Miniac Films
Director: John C. Pina
DP: Joshua James Richards
Executive Producer: Stephen Roesler
Producer: Rogers Marquess
Editor: Niles Howard
Sound Design Company: Vaudeville
Sound Designer: Zach Goheen
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