Global work for Adidas Running had to speak to the passion of runners of every kind of ability, making Adidas feel like their partner. The runner and coach beside them on every warm-up, run, cooldown and recovery day. Not a brand but a person who gets you, gets how you run and why. The biggest project we created was ‘Greg’s Bootcamp’, taking 6 completely different types of runner to train with an Olympic coach for 2 weeks in Arizona. Reality TV style content for a brand before Content became a norm.
There were a total of 7 episodes created from 25 hours of footage, each focussed on a different topic. From equipment to nutrition, with challenges and tips throughout the runners took part in fire-walking and ice bathed in rivers, all building up to a surprise race entry on the final day. The programmes were hosted on the Adidas Running portal in a branching video format.
It was incredibly engaging and watchable. Not many briefs allow for helicopter shots over the Grand Canyon, this one did. We went on to produce more of this type of content, including some featuring a very young Mo Farah.
We also produced work tapping into the street fashion side of the running shoes. Shooting in New York on city buses and closed off streets. Each trainer with it’s own unique story. And multiple shots created for each, some focussed on the story and some highlighting the shoes themselves.
Adidas sponsored events were a key focus, including the Dublin Marathon. We actually ran the marathon, shooting live street photography with models mixed in. To be completely honest, when I say we ran the marathon I mean we ran the first 6 miles and the last 5, with a taxi in the middle. And I know what you’re wondering, yes, I did collect a medal at the finish line.
While this site mostly showcases what I can do as a creative and creative director, I’m also available for any modelling opportunities. A sample from that book is below.
