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Adidas
Introducing the latest collaboration with adidas and neuro11: a ground-breaking series that delves into how athletes handle pressure on and off the field. This unique campaign had us delving into the heart of disarming mental pressure with neuroscience during some of sports’ most important moments.
When we received the initial brief it was more than just another project—it was yet another opportunity for us to put the spotlight on real-life narratives within the sporting world. We thrived on capturing the raw and authentic stories of athletes as they tackle pressure head-on! By capturing brain readings from grassroots athletes alongside elite adidas athletes, this series showcases the mechanics of overcoming in-game pressure. With captivating insights and cutting-edge technology, this series aims to inspire a new wave of athletes worldwide, helping them confront a universal barrier – pressure – and reminding them that they've got what it takes.
Episode 1 - nneka Ogwumike
This project first took us to Houston Texas the hometown of WBA player Nneka Ogwumike. Stepping into Nneka’s training session, documenting her journey of conquering high-pressure moments on the court. We sourced an incredible sports complex in the heart of Houston. This carefully chosen setting served as the perfect backdrop for Nneka’s training session with neuro11.
Using a 'fly on the wall' shooting style added an extra layer of intimacy, revealing not just her technique but also her passion for the game. Nneka shared invaluable insights into overcoming pressure, particularly during those crucial free throws, offering a glimpse into the focus and determination that fuels her game. This project was a chance to really understand what drives Nneka, showing the hard work and passion behind her success on the court.
Episode 2 - Ludvig Aberg
In Naples, Florida, our journey continued with Rose Zhang and Ludvig Aberg. From sourcing the perfect environment for their training sessions to establishing a shoot infrastructure two hours away from the central hub of Miami, and navigating the challenges of filming on the putting green, we left no stone unturned. In the tranquil Florida backdrop, with occasional encounters with local wildlife—yes, including an alligator!
Episode 3 - Rose Zhang
We witnessed first hand both Rose and Ludvig’s dedication and determination. As they honed their skills under pressure, their unwavering commitment was clear as we explored the strategies these elite athletes employ to maintain focus and resilience in the demanding world of golf.
Episode 4 - Emi Martínez
Returning to the UK, we set our sights on disarming pressure with World Cup winner Emi Martinez, focusing on the intense mental challenges faced by footballers, particularly goalkeepers, during crucial moments like penalty shootouts. It was an extraordinary opportunity to highlight real-life narratives within the footballing world. Securing the ideal location was no easy feat, but our efforts paid off when we stumbled upon one of the few indoor 4G football facilities, boasting premium quality befitting a footballing legend like Emi.
Battling the icy cold temperatures of a December shoot, our team persevered, crafting a seamless production that authentically showcases Emi's prowess in overcoming pressure on the pitch.
Episode 5 - Stina Blackstenius
Following our shoot with Emi, we jumped straight back into action, capturing stills with Stina Blackstenius at our North London football club location. As Stina battled the cold and faced pressure while taking penalties, we made sure to keep her at an optimal temperature for the data capture.
To mitigate the cold, we set up a talent tent filled with heaters and hot water bottles, allowing Stina to warm up between takes and ensuring her comfort and performance throughout the shoot. Alongside our shoot with Stina, we welcomed influencers to film content for adidas’ socials. Collaborating with Stina, they captured behind-the-scenes moments and created promotional content for adidas' audiences, extending the shoot’s reach across social media platforms.
As we conclude this remarkable campaign, we want to extend our sincere thanks to adidas, Hill and Knowlton, and neuro11 for their collaboration and support, their contributions were instrumental in bringing this project to life. We also want to express our gratitude to our dedicated crew from each and every shoot, their hard work and professionalism were key to the success of this campaign!!!
Of course, none of this would have been possible without our incredible team:
Client - adidas
Agency - Hills and Kowlton
Director - Ross Carson
Photographer - Richard Johnson
Neuroscientists - neuro11
Edit House - Edit Egg
Retoucher - Matt Brewing
Wardrobe - Kerry Saxon/Emma Lightbown
HMU - Ruth Mannion Palmer/Harri Mathews
Houston Fixer - Britni Bourke
Miami Fixer - 53 Films
Production Services included: Budget Management - Location Sourcing - Set Build - Equipment Hire - Commission of Crew - Prop Sourcing - Catering - Travel
