With the Run DMC x Adidas story playing such a major part in the film’s storyline, Thibaut de Longeville wanted to create a tribute music video to Run DMC’s “My Adidas.”
Choosing two distinctive verses of the songs, he enrolled graphic designer Arthur King and motion designer Laurent Henriot to produce two kinetic typography sequences which were to be featured exclusively in the documentary.
The concept was to create two original pieces using graphic components reminiscent of Run DMC’s iconic logo: the Franklin Gothic typeface and the red/black/white color combo. Edited together, the two verses created an original music video for a pop culture classic which never had one.
This labor of love (produced with no funding whatsoever) was embraced by Run DMC themselves, celebrated in kinetic typography forums worldwide and used by DMC world champion turntablists C2C as a veejaying feature of their on-stage DJ routines.
The video eventually took on a life of its own when “Just For Kicks” fans created their own tribute edit, using the kinetic animations as well as some of the film’s archive animations to produce a full-fledged version of the video.
Directed by Thibaut de Longeville, Arthur King & Laurent Henriot.