MODERN MEETS CLASSIC
CONCEPT & IDEA
TO CELEBRATE THE RE-LAUNCH OF ADIDAS’ MOST ICONIC BOOTS, WE WANTED TO CREATE SOMETHING AS TIMELESS AS THE LEGENDS PACK ITSELF. THE BRIEF HONORED THE GOLDEN ERA OF FOOTBALL—BECKHAM, ZIDANE, GERRARD, KAKÁ—AND IMMEDIATELY TRANSPORTED US BACK TO THE EARLY 2000S. ARCHIVE UPPERS MEET MODERN TOOLINGS. CLASSIC BLACK, WHITE & GOLD. FOOTBALL HERITAGE AT ITS FINEST.
BUT INSTEAD OF ECHOING THE USUAL NOSTALGIC TONE, WE TOOK A DIFFERENT ROUTE: “MODERN MEETS CLASSIC”—A VISUAL BLEND OF ELEGANCE AND RAW ENERGY, SET IN A PLACE WHERE YOU’D LEAST EXPECT FOOTBALL TO LIVE.
SETTING – OPER LEIPZIG
INSIDE ONE OF GERMANY’S MOST PRESTIGIOUS OPERA HOUSES, WE REIMAGINED FOOTBALL AS A PERFORMANCE ART. A STAGE FOR CONTROL, RHYTHM, POWER. OUR PLAYER NARCISO JORGE LUBACA SITS AT A GRAND PIANO. HE BEGINS TO PLAY CLASSICAL MUSIC—REFINED, POISED. THEN, THE BEAT DROPS. QUICK CUTS, CLOSE-UPS, CONTROL, TEMPO—FOOTBALL TAKES OVER.
THE LINE BETWEEN MUSICIAN AND FOOTBALLER BLURS. THIS IS A SYMPHONY OF MOVEMENT.
VISUAL STYLE
– PREMIUM, CINEMATIC AESTHETIC
– JUXTAPOSITION OF CLASSICAL TEXTURES (MARBLE, VELVET, PIANO) WITH FOOTBALL CULTURE
– STYLING: ON/OFF-PITCH LOOKS IN FULL BOOTS
– PROPS: GRAND PIANO, FOOTBALLS, ARCHITECTURAL DRAMA
– INSPIRED BY KANYE WEST’S “RUNAWAY“, XATAR’S RAW AESTHETIC, AND TIMELESS ADIDAS VISUALS
MY ROLE
– I LED THE CREATIVE CONCEPT, STORY, AND DIRECTION
– SELECTED AND BRIEFED THE PRODUCTION TEAM
– WORKED CLOSELY WITH TALENT, LOCATION, AND STYLING TO STAY TRUE TO THE MODERN X CLASSIC NARRATIVE
– DELIVERED EVERYTHING WITHIN 3.5 WEEKS FROM IDEA TO RELEASE
CREW
11teamsports
BRAND: adidas Football
PRODUCTION: OFF-STUDIOS
CREATIVE DIRECTION: Nelson Ndongala
CAMPAIGNING: Jan Gehrig
TALENT: Narciso Jorge Lubaca