The launch film for the Adidas x Humanrace collaboration, between the German sportswear giant and singer, songwriter and producer Pharrell Williams shines a spotlight on the people shaping creativity and football culture today and tomorrow.
Rolling out in late 2020, the focus was on five young London creators who each embody the passion and creativity of Pharrell’s ‘Humanrace FC’ collection designs, as well on the London women’s team Romance FC, plus several of the sports apparel maker’s super club partners Arsenal, Manchester United, Real Madrid, Bayern Munich and Juventus.
The hero spot was shot across five different European cities and sees adidas work with the teams and creatives to tell intimate stories about how ‘Humanrace x Adidas brings together the clubs in a shared celebration of the human spirit’.
In the Man United film, for example, was inspired by the city’s globally famous 80s rave scene and mixes contemporary digital film techniques with traditional analogue approaches like visual collages in collaboration with artist Jazz Grant and 35mm film manipulation techniques with Ana Projects.
Pharrell and the adidas team’s aim is to demonstrate the inclusive nature of football, uniting together while celebrating difference.
The campaign was created by Jam3 and helmed by STADIUM London’s Giorgio Bruni, Executive Producer Giorgio Bruni, Line Producers Mickey Voak and Alex Jefferson, with casting by Rose Waite, the DOPs were Stefan Yap, Thomas Hole and Dan Lightning, with Gaffer Lee Brinkley, Stylist PC Williams and Artist Bon Walshe.
The agency Editor was Pete Fullarton and the Post Producer was Sara Nouman, with music by TRO and Sound Designer Richard Samuels. The collages were by Jazz Grant, online was handled by Coffee&TV, grade by Simona Cristea and VFX by Phil Hurrell and Laura Smith.
Links:
Adidas
Jam3
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