adidas is sticking with you

Adidas – We All Need Someone To Make Us Believe

Credits

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Agency TBWA/Neboko/Amsterdam
Production Company ANORAK Film
Director Crowns & Owls

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Credits

powered by

Agency TBWA/Neboko/Amsterdam
Production Company ANORAK Film
Director Crowns & Owls
Ad Agency 180/Los Angeles
Editing Cabin Editing Company/London
Post Production Electric Theatre Collective
Color RASCAL
Sound Design King Lear Music & Sound

Creative Director Thomas Jullien
Creative Director Simone Di Laus
Creative Director Dan John
Creative Director Christian Lopez
Creative Director Darren Cronje
Associate Creative Director Inna Vartazarian
Senior Copywriter Hampus Elfstrom
Senior Copywriter Nick Bristow

Art Director Tracy Kintu
Copywriter Natalia Zapata Fernandez
Senior Producer Sylvia Van Elmpt
Producer Olivier Nass
Producer Olinda Da Achada
Producer Sansan Krijgsveld
DP Joao de Botelho
DP Evan Prosofsky

DP Diego Garcia
Editor Carla Luffe
Colorist Tim Smith
Sound Designer Jack Sedgwick
Sound Designer/Audio Mixer Ed Downham
Executive Producer Suzy MacGregor
Producer Natalie Curran

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From the pros making moves on the court to the kid with a solo canine audience, the sportspeople shown in adidas' latest global brand campaign have at least one thing in common: there's someone in their corner.

Soundtracked with a remix of Velvet Underground's I'm Sticking With You, We All Need Someone To Make Us Believe exemplifies the brand's "You Got This" message through poignant, slow-zoom, one-shot captured moments of resilience.

The hero film, created by TBWA\NEBOKO Amsterdam, produced by ANORAK, and directed and written by Crowns & Owls, features football stars Aitana Bonmatí, Lamine Yamal, and Trinity Rodman, basketball pros Aliyah Boston and Anthony Edwards, and many more athletes from around the world.

"We wanted to make something adidas could really own," explains Crowns & Owls. "It needed to feel confident, honest and timeless - and above all else, something starkly contrasted to the quite tired feeling epileptically edited sports marketing language.

"The one-shot zoom idea was born from that mindset. Zooming into a scene from a fixed position - you’re dropped right in the middle of a moment, the zoom taking you past the sport, and into the person who instills the belief; a friend, a stranger... a dog. We wanted to emphasise real storytelling, real character studies that leave you feeling something, via moments that just breathe.

"The zoom retains a viewing interest in a waning attention economy as it immediately proposes a hook - what am I meant to be looking at? Of course, from a filmmaking perspective, they become very ambitious and technical - and as directors, it forces you into a space that feels almost like live theatre.

"It was an amazing sandbox to immerse ourselves in.“