In early 2016 Adidas approached us to produce their latest outdoor campaign. Simply put it would be around a project documenting athletes who are embarking on their dream adventure to locations across the globe... It didn't take us long to say yes!!
The project was multi layered, at the forefront a 45 minute documentary feature following 4 athletes travelling to the wildest locations to attempt a feat/expedition/route that had never before been achieved. Pushing the boundaries of themselves and also their individual sport. In addition to this there was a host of supporting content, episodes, clips and images to allow a constant flow of quality, narrative driven content to social media along with product and promotional visuals.
Anyway, that was the delivery expectations.... Down to the fun bit. The 4 locations!
- Sao Tome: A tiny island off the coast of Cameroon to set a never before climbed route on 'Pico cao Grande'
- Lake Baikal: The largest fresh water lake in the World, which as it just so happens freezes and could/should/would allow our bouldering athlete Vadim Timinov to climb some of the incredible looking rocky outcrops on the lake
- Hood Rover Pacific Northwest: Kayaker Adrian Mattern has big plans for some waterfall drops in the iconic Hood River in the US
- Wan Zhang Cave China: One of the deepest, unexplored caves in China to be explored by Liu Jia and her team
We went through a fairly detailed creative development stage, planning out the project and trying to get a handle how to weave and cut between the multiple narratives and obviously logistics/planning etc was all a detailed task. In reality though as with all adventures, you never quite know what you're going to get, but boy did it deliver!!!
The trips were all chosen due to a combination of the athlete and the location, each providing phenomenal visuals, a great story but importantly strong contrasts between each one.
The campaign was made up of several segments; Firstly the full documentary film release which included teaser etc. The film then went on tour around festivals including the Banff World tour and is planned for broadcast distribution. Separate to that the film has been re-cut into 4 episodes documenting the individual athletes for digital distribution. This is all also supported by photography, multiple teasers, clips, out takes and print marketing features... Needles to say it was quite the undertaking.
At the heart of it all though is what we love the most, phenomenal locations, great stories and one heck of an adventure!!
Here are the episodes:
Find out more over at http://www.adidas.co.uk/claimfreedom