Adidas "The Road is Your Home"

The main goals of this brief was to showcase the Adidas Cycling Apparel and demonstrate how performance meets innovation on every ride.

The Adidas cyclist conquers every challenge with precision and style, and the film had to capture that essence, whether it be Urban Streets, Mountain Trails or Velodrome Tracks. Nothing can limit this performance-driven athlete.

Developing the overall creative concept for the commercial with the Agency and creatives. Ensuring it effectively communicated the key features of Adidas Cycling Apparel – breathability, aerodynamics, and comfort.

Storyboarding and working with the creative team to create a detailed storyboard that outlined each scene showcasing the apparel’s technical features in action.

Casting & Overseeing the selection of cyclists and talent who authentically embodied the Adidas performance mindset and target demographic.

Location Scouting: Choosing diverse cycling environments that reflect Adidas’ innovative spirit and showcased the apparel’s versatility across different cycling disciplines.

Shot Composition: Deciding on dynamic camera angles, fluid movements, and precise framing to create visually striking scenes that highlighted the apparel’s performance benefits and aesthetic appeal.

Athlete Direction: Guiding the cyclists to deliver powerful, authentic performances that demonstrated both the technical capabilities of the gear and the passion of the sport.

Technical Oversight: I was The Director and DOP on this project and liaised with the lighting team, drone operators, and sound engineers to capture high-octane cycling sequences with broadcast-quality production values.

Brand Alignment: Ensuring that every aspect of the TVC aligned with Adidas’ “Impossible is Nothing” ethos while specifically resonating with cycling enthusiasts and performance-focused consumers.

Post-production Supervision: Overseeing the editing process, color grading to enhance the apparel’s technical features, and sound design until final approval by Adidas brand teams.