Elaps®

Elaps®

Works
Blocks_Social_Cut_01
00:09
Blocks_Social_Cut_01
00:09

Adidas

Blocks

Adidas brand film. New running collection, single athlete, empty stadium in Barbados at golden hour. No race. No finish line. No slow-motion celebration. Just a training session — blocks, starts, laces, the track from the stands. The footage arrived looking like a vacation. We pushed it somewhere else. Terracotta track, blown highlights, skin held warm under afternoon light. Adidas wanted a launch film. We gave them a morning routine that happens to sell shoes.

Industry

Sports

Project release

Introduction

Blocks_Grading_Base
00:06
Blocks_Grading_Base
00:06
Blocks_IG_Story
00:08
Blocks_IG_Story
00:08
Blocks_IG_Story
00:08
Blocks_IG_Story
00:08

The brief said "hero athlete content for the new running line." The footage was one sprinter, one location, two days of available light and a DP who left the lens flare in on purpose. No locker room motivational speech. No crowd. No race day. Just repetition — start, run, reset, start again. The kind of footage most brands cut into a highlight reel. We cut it the other way.

[ Blocks ],
Noun

  1. 01. The thing a sprinter pushes against to go forward.

  2. 02. Also the frame we graded first and matched everything else to.

The footage arrived clean. Caribbean sunlight, red track, blue sky, green grass. It looked like every running ad from the last ten years. The grade had to move it somewhere that felt specific instead of stock. The overhead of the laces is the quiet beat. Lane numbers. A bag, a bottle, black shoes on red surface. No motion. We dropped the contrast and let it sit flat. The edit holds it longer than a spot usually would because the film needs the audience to stop and look at the product without being told to look at the product.

[ Blocks ],
Noun

  1. 01. The thing a sprinter pushes against to go forward.

  2. 02. Also the frame we graded first and matched everything else to.

The footage arrived clean. Caribbean sunlight, red track, blue sky, green grass. It looked like every running ad from the last ten years. The grade had to move it somewhere that felt specific instead of stock. The overhead of the laces is the quiet beat. Lane numbers. A bag, a bottle, black shoes on red surface. No motion. We dropped the contrast and let it sit flat. The edit holds it longer than a spot usually would because the film needs the audience to stop and look at the product without being told to look at the product.

[ Blocks ],
Noun

  1. 01. The thing a sprinter pushes against to go forward.

  2. 02. Also the frame we graded first and matched everything else to.

The footage arrived clean. Caribbean sunlight, red track, blue sky, green grass. It looked like every running ad from the last ten years. The grade had to move it somewhere that felt specific instead of stock. The overhead of the laces is the quiet beat. Lane numbers. A bag, a bottle, black shoes on red surface. No motion. We dropped the contrast and let it sit flat. The edit holds it longer than a spot usually would because the film needs the audience to stop and look at the product without being told to look at the product.

Blocks_Full_Add
00:17

Credits

Read how color tells the story

Read article
Read article

Our team

Adidas's team

Back to works
Operating
US & Canada
Globally
Australia
Based
Europe
In
Asia
London
Africa

Create a free website with Framer, the website builder loved by startups, designers and agencies.