The global adidas “Not Made For Normal” campaign reflects the mindset of the creators (adidas athletes) as well as the garment technology in the adidas Climachill gear.
It’s an evolvement from the ’16 campaigns and this time the action moved out of the cities to the scorching volcanic landscape and dry desserts of Canary Island.
Here Climachill removes environmental limits and allows creators to train through extremes of weather. Now they can achieve what others can’t, by going where others won’t.
WHERE HEAT SCREAMS FROM THE SKIES.
STEAM RIPS UP THROUGH THE GROUND.
RIVERS BOIL. BONES BAKE.
LAKES BURN. EARTHS SHAKE.
MAD DOGS AND MANIACS.
THE INSANE RUN FOR THEIR LIVES.
IN THIS VAST SECRET SILENCE.
THIS HONEST EMPTINESS.
WHERE THERE’S NO WAY OUT BUT THROUGH.
OUT HERE, I MAKE THE RULES.
The campaign featured the two creators: David Rudisha, Kenyan 800m olympic gold medallist and Nadine Visser, Dutch heptathlete.
I took part of creating the overall concept / art direction and my main responsibility was the social media campaign including the Instagram story. Each social media entry was posted in three photos/videos at the time to emphasis the
Social media campaign
[ SCREEN RECORDING ]