Achieving what others can’t, by going where others won’t

The global adidas 'Not Made For Normal' campaign evokes the unstoppable mindset of adidas athletes, and the extreme performance of the Climachill gear.

In a natural evolution of the previous NMFN campaign, the action shifted from the cities to the scorched, volcanic landscape of the Canary Islands.

Climachill technology is shown to remove environmental limitations, allowing creators to train through weather extremes.

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 ]

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. I led the social media campaign, translating the concept across multiple formats.

CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction, Digital Direction
PHOTOGRAPHERS & DIRECTORS: The Wade Brothers 
PRODUCTION PARTNERS: RESN