ROLE: CREATIVE DIRECTION, VIDEO & PHOTOGRAPHY PRODUCTION
DELIVERABLE: VIDEO, PHOTOGRAPHY
DATE: AUG 2019
We took charge of the Creative Direction for the launch of new Adidas running shoes, PULSEBOOST HD and ULTRABOOST 19. We produced still photography and video to promote the product on social channels specifically for the Japanese market.
TOKYOITES feel the “BOOST”
When you step into BOOST, you feel alive. Ready to take on anything. We were tasked with showing how it feels to run in BOOST technology telling the story from a unique and disruptive perspective. Democratizing running and mobilizing the masses to get off the couch, off their devices and feel the boost... because as we all know, feeling is believing.
Freedom from the notification monster
In the modern world, we can’t escape the digital stress that engulfs us, distracts us, keeps us glued to our devices instead of out in the open. Running is a stress reliever and we wanted to promote how running gives you a boost like no other. For the art direction, we wanted to try something playful and whilst the message was serious and relatable to busy Tokyoites, we wanted to show an abstract concept of a notification monster. This also hinted at the game we play against ourselves when mid run. We were tasked with trying something different, and that’s exactly what we did.
Diverse team, Local Production
Stills for UB19 and PBHD
From the rooftops of Shinjuku to Tokyo bay, we explored the city alongside the runners enjoying the boost. Given the global direction, we were tasked with localizing specifically for the Japanese market, with Tokyo as our home and canvas. The photography has elements that are distinctly “Tokyo, Japan”- from the 止まれ signs on the streets resisting the campaigns slogan 次のー歩が止まらない TOKYOITES, FEEL THE BOOST.
Video for UB19
In bringing the concept to life, we used a mix of live action and 2D animation with the help of a talented team of partners and friends from around the world. For the art direction, we wanted to try something different, something playful. Whilst the message was serious and relatable to busy Tokyoites, we wanted to show an abstract concept of the notifications that run our lives in the abstract form of a digital notification monster. The video was specifically for Adidas Tokyo for their SNS channels, localizing and vitalizing the feeling of running in our city.
Our role: CREATIVE DIRECTION, VIDEO & PHOTOGRAPHY PRODUCTION
Creative Director & Art Director: Takayuki Yokoyama (monopo)
Account Executive & Producer: Georgi Roberts (monopo)
Planner: Asako Tomotani (monopo)
Photographer: Steve Gaudin
Director: Robin Mahieux
DP: Ray Lavers
Editor: Luu Anh
Animation: Thibault Tresca
Color grade: Digital Domain
Sound Effect & Mix: Justin Frieden
Track: ARIANE by Else
PM: Aya Apton (monopo)
PM: Kanako Kobayashi (monopo)
Set PM: Kento Tsukamoto
PA: Tran Villageois (monopo)
Photographers Assistant: Elena Assenheimer (monopo)
AC: Takao Baba
2nd AC: Akira Rambo
HMU: Kana Asano
HMU: Sayuri Iso
Gaffer: Yosuke Shimada
Talent: Louïs Rault Watanabe
Talent: Jennifer Stolle
MONOPO STAFF ON THIS PROJECT
We should work together!