Trust Your Run
Built on 'TRUST YOUR RUN' platform by adidas, we created music around a campaign that engages runners in a conversation about repeated rituals to launch 3 new Intersport exclusives.
Runners latch onto rituals because it helps them refocus their mental energy. Rituals follow a specific script and are highly individual. Once the ritual is set, it is repeated. Over and over and over...
Our challenge was to create a musical narrative that taps into the idea of repetition and inspiration. The visual idea of repetition also runs through the campaign to reinforce the power of doing something over and over again. In the end it’s about a running shoe and we wanted the viewer to be energized and motivated after watching the film and hearing the music.
The combination of completion and repetition creates trust.
We follow two parallel narratives: The rituals that drive the campaign message and running action. Both narratives have their own characteristic look and feel. The alternation between the running shots and the rituals results in visual appealing harmony.
For the music we chose two main themes: building energy and musical repetition through ostinato's. The orchestra arrangement helps the music feel big, energetic and powerful. The music builds dynamically as the runners gain momentum. The (solo) violin adds elegance and a sense of floating throughout the music.
ONE MINUTE PAST THE HOUR
TOUCHING LAMP POST
1 Idea to launch 3 Intersport exclusives from adidas across Europe. 1 hero film, custom music, 6 product films, 9 key visuals, 18 running moments, 24 product shots. Built into multi-channel assets.
Runners latch onto rituals because it helps them refocus their mental energy
Rituals follow a specific script and are highly individual.
And once the ritual is set, it is repeated.
Over and over and over...
TRUST YOUR RUN