For the launch of the adidas X Speedflow, director Erwin van den IJssel worked with The Marketing Store and adidas football to create this live event film. This is compilation of that film, but for the full ten minute version head over to the second official upload.
The film brought together some of the biggest players in the world including Mohamed Salah, Serge Gnabry, Vivianne Miedema, Karim Benzema, Lindsey Horan, Son Heung-min, Scott McTominay, João Félix, Andreia Faria and of course the one and only Leo Messi!
Maintaining dynamism and energy throughout the ten minutes was vital to engage the audience, so Van den IJssel drew on a variety of styles and techniques. They ranged from a full CG rendered laboratory environment, to digital collage, cel animation and a 3D product tech section. A virtual host was then used to help the audience navigate through the world of Speedfulness. The host was first captured in live action and then created using match moving and 3D simulation.
Director: Erwin van den IJssel
Client: adidas Football
Agency: The Marketing Store Senior Account Director: Mike Wolverson Creative Director: Steve Guilfoyle Business Director: Chris Bennett Chief Creative Officer: Andy Taylor Digital Creative Director: Darren Groucutt Senior Digital Project Manager: Vinesh Shah
Executive Producer: Ania Markham, Jules Tervoort Head of Post Production: Ivor Goldberg Producer / VFX Producer: Kristian Stoykov Shoot Producer: Liene Berina
VFX supervisor: Guido Ekker CG supervisor: Jeroen Aerts Motion design supervisor: Doma Harkai Compositing supervisor: Chris Staves FX supervisor: Dieuwer Feldbrugge