Swift on the Mountains
Achieving what others can’t, by going where others won’t
The global adidas “Not Made For Normal” campaign evokes the unstoppable mindset of the creators (adidas athletes), and extreme features of the garment technology in the adidas Climachill gear.
In a natural evolution of the previous NMFN campaign, the action moved from the cities into the scorched, volcanic landscape of the Canary Islands.
Climachill technology is shown to remove environmental limitations, allowing creators to train through weather extremes.
Campaign film
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Feat. David Rudisha, Kenyan 800m olympic gold medallist and Nadine Visser, Dutch heptathlete.
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.
[ Manifesto ]
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.
[ Manifesto ]
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.
[ Manifesto ]
Instagram story
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Campaign site (Screen Recording)
•••
Image gallery
•••
Additional detail images
Beautiful upclose photos of the garments USPs were captured in dynamic situations.
Created with adidas
Our creative team developed the overall concept and art direction. My main responsibility was the social media campaign, which translated our concept into multiple formats.
DATE: April ’17
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction, Digital Direction
PHOTOGRAPHERS & DIRECTORS: The Wade Brothers
PRODUCTION PARTNERS: RESN
Created with adidas
Our creative team developed the overall concept and art direction. My main responsibility was the social media campaign, which translated our concept into multiple formats.
DATE: April ’17
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction, Digital Direction
PHOTOGRAPHERS & DIRECTORS: The Wade Brothers
PRODUCTION PARTNERS: RESN
Mini-bio: Born and raised in the '80s. Made from of tall Nordic DNA. Interested in all things beautiful. Always craving new tech and tinkering with old. Hustler by day, gamer by night.
Let's make something together
© 2020 Oscar Asmoarp All Rights Reserved.