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FUTURECRAFT 4D

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HYPE
Monday, Apr. 17, 2017

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To launch the emergent FUTURECRAFT 4D, adidas Brand Design partnered with Miniac Films to create a film that harnesses the spirit of unyielding innovation and discovery in their quest to produce a hyper-personalized running shoe. With striking visuals that usher in a sense of rising from the confines of the imagination, “FUTURECRAFT,” is a cinematic and artful look at what feels like it should be impossible in the moment. FUTURECRAFT 4D is a pioneering partnership between adidas and Carbon, a company working at the intersection of hardware, software, and molecular science. Together, they are upending traditional manufacturing with the ability to design and deliver a truly customized product made possible through the marriage of athletic research and 3D printing. Part alchemy, part upheaval, Miniac – in close collaboration with adidas Brand Design – employed a reductive, layered approach to FUTURECRAFT; juxtaposing and counter-weighing images, sound, and language to describe this complex interweaving of humanity, science, art, design, technology, and data.

Credits

Client: adidas
Marketing: Stephane Viarnaud

Advertising Agency: adidas Brand Design
Global Brand Design Creative Director//Amsterdam: Nick Cline
Agency Producer: Eleanor Fitzgerald

Production Company: Miniac Films
Director: John C. Pina
Executive Producer: Stephen Roesler
Producer: Rogers Marquess
DP: Joshua James Richards
Editor: Eric Greenburg

Original Score: Junkie XL & Christian Vorläender

Sound Design and Mix: Zach Goheen @ Vaudeville

Color: Paul Yacono @ a52

VFX: Flavor

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