Celebrating 30 years of Air Max innovation, ManvsMachine put together a global campaign for the most revolutionary collection since the ‘OG’ redefined the sneaker industry in ‘87.
For this 360° roll-out, we drew inspiration from Air Max’s robust history. Taking reference from the stories, and the sneakers, that make up the iconic brand’s heritage, this year’s campaign was a bold, confident, and eclectic remix of everything Air Max.
“Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is non-existent. And don’t bother concealing your thievery - celebrate it if you feel like it. In any case, always remember what Jean-Luc Godard said: 'It’s not where you take things from — it’s where you take them to.'" — Jim Jarmusch
Song: Remix of "My Way" by Frank Sinatra recreated by Human
Snoop Dogg in "Doggystyle"
Stormzy in "Trap Syrup"
Mabel in "Tunnel"
Kareem Abdul-Jabbar and Brandon Ingram in "Raining Basketballs"
Dej Loaf in "Inflated"
Dev Hynes in "Mirrors"
Gonz and Lucas Puig in "Lucas & The Gonz"
Petra Collins in "The Birth of Venus"
Client: Adidas Originals
General Manager: Arthur Hoeld
Global Vice President, Brand Communications: Alegra O'Hare
Global Director of Communications, Brand Marketing: Jenny Pham
Senior Manager Communications: Edi Borrelli
Senior Director, Global Brand Marketing Operations and Creative Shoot Production: John van Tuyll
Shoot and Production Manager: Justin Townsend
Agency: Johannes Leonardo
Chief Creative Officers: Jan Jacobs, Leo Premutico
Creative Director, Partner: Ferdinando Verderi
Creative Directors: Wesley Phelan, Matthew Edwards
Copywriter: Jeph Burton
Art Director: Hunter Hampton
Head of Integrated Production: Dana May
Executive Producer: Maria Perez
Senior Producers (Film): Tina Diep, Stine Moisen
Producer (Online Content): Doug Moffitt
Production Coordinator (Film, Online Content): Alexandra Olivo
Group Account Director: Sam McCallum
Account Director: Dom Dalton
Account Supervisor: Gulru Soylu
Head of Strategy: Mark Aronson
Strategist: Miné Cakmak
Senior Business Affairs Manager: Ann Marie Turbitt
Production Company: RSA Films
Director: Terence Neale
Executive Producers: Jules Daly, Paul Kawasaki
Producer: Rozanne Rocha-Gray
Director of Photography: Alexis Zabe
Production Company: Cape Town Egg Films
Executive Producer: Colin Howard
Producer: Rozanne Rocha-Gray
Lead Editor: Shane Reid
Editors: Jay McConville, Travis Moore
Executive Producers: Sasha Hirschfeld, Carol Lynn Weaver
Head of Production: Melanie Gagliano
Visual Effects: Blacksmith
Visual Effects Supervisor, 2-D Lead: Iwan Zwarts
2-D Compositors: Daniel Morris, Liz Lyons
Rotoscoping: Trace VFX
3-D Lead Artist: Tom Bussell
3-D Artist: Ylli Orana
Executive Producer: Charlotte Arnold
Producer: Megan Sweet
Color: Company 3
Colorist: Tom Poole
Producer: Clare Movshon
Music: "My Way"
Writers: Claude Francois, Jacques Revaux, Gilles Thibaut, Paul Anka
Master: Frank Sinatra, Universal Music Enterprise
Adidas Global Music Manager: Daniel Cross
Music: "Human Remix"
Creative Lead, Music Director: Morgan Visconti
Creative Lead, Sound Design: Michael Jurasits
Executive Producer: James Dean Wells
Composer, Arranger: James Leibow
Sound Design: Q Department
Executive Producer: Zack Rice
Producer: Guin Frehling
Sound Mix: Sonic Union
Sound Engineer: Steve Rosen
Executive Producer: Justine Cortale
Producer: Patrick Sullivan
Videographer (Cape Town): Deon van Zyl
Videographer (Los Angeles): Anton du Preez
Photographers: Hayden Phipps, Cape Town; Dan Regan and Atiba Jefferson, Los Angeles
Sable Noir is a concept film & capsule collaboration between Billabong & Desillusion ,
Directed by Sebastien Zanella, Sable Noir takes inspiration from Jack Freestone's ups & downs and the impulses felt during his first year on the World Surf League.
L'océan affronte les montagnes,
Abattant des murs à ses pieds
Et le sable noirci.
On est plus qu'un fou
si l'on fait face à l'abysse,
Et bien plus qu'un roi
si l'on dompte ses cauchemars.
Special Effect: Thomas Blanchard
Voice over : Charlie Chaplin " the dictator”
Produced by Sam Carrier
Music : Giacomo Puccini "Adesso Voi"
Assisted by Kevin Johnson
Feat Aude Lionet
Additional filming : Faraz Mozafarian
Thanks to Stace Galbraith
Super excited to have helped kick this project off in its early stages at Gentleman Scholar. Sadly I left for the world of honeymoons and freelance before seeing this through to the end. The boys (and girls) at Scholar slayed this 2min behemoth in only about a month!! Kudos to Bleacher Report and the barrettSF crew for convincing hip-hop icons Blackalicious to remix this classic.
More designs and process here: http://www.trevorconrad.com/sports-alphabet-by-blackalicious