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Case Study : Adidas Y-3
Agency: M&C Saatchi
Production: Red Earth Studio
Storyboarding
Having worked with the creative team at Y-3 on a previous film, I was given the same freedom and a little more budget to create a sequel. The film is in essence a human depiction of a computer algorithm assessing an alien planet’s landscape for inhabitation suitability (this is honestly the general plot and it follows on from the previous film where the algorithm fails during the task).
Photography
Shooting the campaign images on the Isle of Skye needed to be carefully planned to sit within the filming schedule. The concept we came up with involved shooting our models (Gemita and Gareth) moving around the landscape while shooting them from a static position and compositing the images together,
Film direction
The main aim is to create a vibe for the collection which, while being in line with the Y-3 brand as a whole, still reflects the athletic design of the apparel. I’m a massive science fiction fan, so having the opportunity to create this film within a science fiction world was an absolute dream.
