adidas - UB20

adidas' campaign for their new UltraBoost 20 running shoe highlighted their partnership with the International Space Station. To promote it, we created a :30 spot for all channels (TV, online, retail) that would draw people into the bigger campaign.

The edit contains an enormous amount of shots for thirty seconds. The editor was able to make all those elements work together, drawing from archival NASA footage, 16MM footage of runners in the product, and 35MM of the adidas headquarters. The spot is designed to catch your attention, a task the editor has accomplished with aplomb.

Working with the NASA archives is both a blessing and a curse, on one hand access to some of the most stunning footage ever created, on the other, there's a lot of it. Combining that with contemporary footage shot in Spain and Germany and making it all feel cohesive and coherent is no small task, a task that largely falls to the editor.

Launch the new Ultra Boost 20 shoe, and at the same time highlight the new partnership with the International Space Station and National Lab.

Jury Feedback

CRAFT - EDITING / SILVER

We clearly felt the editing was part of the creative process since day one, with carefully sourced footages (a hell of a job we guessed) and how they will communicate with new shots. We appreciate the pace, the edit choices all way through and work with sound, it’s an overall coherent and crafted piece because it’s edited that way.