The films were presented as a large-scale installation inside the adidas flagship store, displayed on two massive LED walls positioned on either side of the space. The content was designed to play across both screens at once. In the videos shown here, the image is split horizontally—the top half represents the left LED wall, while the bottom half reflects what viewers would see on the right-hand side of the room.
Perhaps my favorite part of the project was casting—especially casting with location in mind. We found young athletes from the very arrondissements where they actually played football, skated, or boxed. These kids lived in the environments we filmed, and that authenticity came through on screen, giving the films a natural, honest feel.
In between the Paris films, a series of interstitial videos played across the screens—supporting and highlighting the product on display and seamlessly tying storytelling to the retail experience.
The films resonated so strongly with adidas that they were later installed inside the newly remodeled adidas headquarters in Herzogenaurach, Germany.
(shown Below)
These films wouldn’t have come to life without the belief and trust of Michael Castellon, Creative Director at adidas, who championed both the vision and the team. The work was produced by the intrepid Katie Reardon Sellon, shot by Kevin “FLETCH” Fletcher, brought to life with our Paris production partner 24 Productions, and supported throughout by the multi-talented Francis Kmiecik.
Special thanks to Jenna Saint Martin, who quietly captured the in-between moments on set and turned them into truly arresting images.
