adidas sponsored stars Derrick Rose and Dwight Howard front a pair of promotional animated spots that highlight the players’ physical/mental abilities in tandem with how basketball products have enhanced their games.
The ‘Inner Workings Of A Creator’ campaign used the sports brand’s basketball ambassadors to highlight products such as TechFit PowerWeb and Padded Compression Gear – along with the brand’s signature footwear.
Created in collaboration with FreeDarko, each film, divides the respective players’ abilities into three sections: ‘Game Breakdown’, ‘Mystical Animal’ and ‘Secret Weapon’. While Jurassic 5 rapper Chali 2Na narrates through the footage.
The films are hosted at adidas’ own branded content platform adidas.tv.
Comment:
Earthy, gritty animation helps strip the spot back to the athletes core, whilst the poetic voice over provides urban heart.
Links:
http://www.youtube.com/watch?v=kj4ddJM1JRE
http://www.youtube.com/watch?v=janSpUSU
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