adidas Climachill
ADIDAS CLIMA
Climachill Campaign SS16
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During four seasons the campaign mantra “Not Made For Normal” reflected the mindset of the athletes as well as the product technology. The story portrayed how athletes used adversity of the harshest conditions to create strength in a real and raw visual language. Captured with a documentary eye the story evolved from pushing urban training to taking on extreme environments.
INSIGHT
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“Realism over Idealism” insight shaped the foundation of the story conveying the product technology which enables the athletes to train through extremes of weather. Overcoming limits of mind and body.
INNOVATION
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We worked together with the sport and documentary photographer Anthony Blasko to convey the story in an authentic and editorial visual language. The visual direction was adapted across all channels including the campaign film, content creation for retail, digital and social media activations.
IMPACT
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The style of the photography had a big impact outside of adidas but even more so within the three stripes. The shown realness of the athletes echoed an inner feeling about the brand, which was longed for to be visualized and thus used a lot within adidas. The campaign gained several international awards.