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17 January 2021

Tomorrow, today.

by Syd Briscoe

Adidas: “From Where We Are To What Could Be” - 1 min 35s

Adidas lay out the thought process behind their Futurecraft range in this tech-focused commercial. Director Fons Schiedon takes a diverse visual approach in order to capture the spirit of the brand's all-hands-on-deck attitude to iteration, using stop motion, CG animation, and canny camera trickery to good effect.

Whether depicting ocean-bound nets recycled into plastic uppers or 3D-printed soles harnessing natural movement in the cleanest way possible, the film offers an intriguing insight into how Adidas intend to develop their footwear in a more sustainable manner. Consumers will have to judge the performance outcomes for themselves, but this compelling communication suggests it's definitely worth a try.

Director: Fons Schiedon Ⓦ (Forever Ⓟ Ⓦ)
Cinematographer: Hessel Waalewijn

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