The oceans are awash in plastic, threatening their future and ours. The global apparel brand adidas has developed one solution that may help fix the problem: it’s Primeblue, and its remarkable story is being told in a new spot produced for the company by the L.A.-based production company Miniac Films.
Directed by Benjamin Kutsko, the dramatic, visually evocative spot mixes live action and CGI as it shows what goes into making this innovative repurposed material, which will find its way into adidas shoes and clothing.
The ad opens with TV screens showing news coverage of beaches littered with trash and discarded plastic as a woman’s voiceover informs the audience that “by 2050, our oceans will be filled with more plastic than fish.” We then see aerial shots of trash-strewn beaches intercut with scenes of a teeming city as the V/O explains that it’s time for “a new solution.”
For adidas, that entails tasking street teams with cleaning up plastic from the beaches of coastal cities, then transforming it via an exclusive method into a 100-percent recycled material that will be used in the making of Primeblue products, manufactured “on a scale that’s never been done before,” the V/O adds.
The spot goes on to depict, in highly stylized sequences, the steps that go into this process, which can be summed up as “collect, crush/wash/dry, shred, melt, thread and produce.” Scenes representing these actions are intercut with fast-paced cuts of runners traversing a city’s streets as they push their own personal envelopes of performance.
This marks the fourth major collaboration between Miniac and adidas; the production company has worked on projects for its Climachill, Climaheat and Futurecraft apparel lines in the past.
The spot will appear in selected markets globally, timed to the introduction of Primeblue products in those regions.
CreditsClient adidas Production Miniac Films Benjamin Kutsko, director; Stephen Roesler, exec producer Christopher Broyles, producer; Matthew Chavez, DP. VFX BEMO Color a52 Paul Yacono, colorist. Sound Zach Goheen Music Health
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More