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.
