Directed by John Christopher Pina, “Not Made For Normal” is the latest film in a campaign produced in close collaboration between adidas Brand Design and Miniac Films. The first short, which launched earlier this year, focused on adidas Climachill’s cooling technology revealed in a quietly beautiful look at how technology and determination keep people moving in high temperatures. In contrast, the new “Not Made For Normal” was filmed in Santiago, Chile and in the Andes, and features world-class, champion athletes Brianna Felnagel, Sharika Nelvis, and Jason Richardson performing at their highest level in brutally cold conditions with the help of adidas Climaheat.
In “Not Made For Normal,” black and white footage of the athletes’ performance in this wintry setting strikes at the heart of the conditions stellar competitors endure. The b&w scenes also distinguish the narrative from the product shots. The action sequences–striking, intense, and often fast-paced–contrast with the considered, slow motion product scenes, to convey the feeling that despite rough conditions you can always count on the product’s technology.
“Not Made For Normal” is being featured on digital and social channels, as well as in adidas retail stores.
CreditsClient adidas Stephane Viarnaud, brand marketing Agency adidas Brand Design Nick Cline, creative director; Nelleke Rekers, producer. Production Miniac Films John C. Pina, director; Joshua James Richards, DP; Stephen Roesler, exec producer; Rogers Marquess, producer; Niles Howard, editor. Sound Design Vaudeville Zach Goheen, sound designer.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More