ADIDAS – “For every journey”
- Creative idea
- Video&photo production
- Media materials
- Influencer marketing
Task
The client, ADIDAS, tasked us with creating the winter campaign “For Every Journey” to promote the new winter clothing and footwear line. Its stars, Ukrainian artists DANTES and KOLA, explored urban routes, capturing the effortless vibe of winter strolls on crisp, frosty days.
Major brands often shoot well in advance, so a winter campaign in the summer is the norm. But these conditions always require thorough preparation and innovative solutions from the team to create a winter atmosphere with no signs of summer heat.
Solution
The Havas Digital Kyiv team developed a multi-layered plan to create an authentic winter atmosphere on set, despite the summer heat.
* Careful planning: Neutral urban landscapes were selected as locations to avoid obvious summer cues, along with a muted color palette to reflect a winter tone.
* Use of artificial snow and blizzard effects: To achieve maximum realism, artificial snow and special effects were used to create a blizzard. This immersed the stars in a true winter setting, adding dynamism and a visually convincing sense of cold.
* Technical setup and angle selection: Filming was done in shaded spots and from specific angles, avoiding direct sunlight that might reveal the summer heat.
* Post-production and visual effects: During post-production, subtle visual adjustments were made to create a cooler tone and enhance the illusion of frosty days.
