'NITE JOGGER' CONCEPT AD FOR @ADIDAS
The Nite Jogger is a running shoe produced by Adidas since 1979. It comes in different sets of colours and has changed its appearance since its first conception, mainly in the form of colours and a few physical changes to the shoe. In this short video, we wanted to reveal this decade’s neon-coloured Nite Jogger.
Because the Nite Jogger we used has extremely bright and saturated colours, we chose to use a black backdrop to contrast with the shoe. We revealed a piece of each shoe before showcasing the whole Nite Jogger.. We were heavily influenced by car and computer-hardware commercials beginning from the 2010s decade. These commercials often show single close ups of the product, hinting at what it may be through detailed textures, and leading to the whole result.
The finished video is quite unique. It reveals a shoe but captures the essence of progress. By using an orchestral sound with the shoe and revealing it as a whole in the end gave the product a sense of power and mystique not often attributed to shoes.
Credits:
Director: Maxime La Valliere, Michael Ponente
Director of Photography: Michael Ponente, Maxime La Valliere
Editors: Maxime La Valliere, Michael Ponente
Music (Composer): Maxime La Valliere
Contact Information:
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