The New Speed Of Light
This project was commissioned by Adidas and originated as an experimental study of the movement of football players, inspired by the motion studies of Etienne Jules Marey and the films of Norman McLaren. The idea was to capture the intricacies of a player’s movment using an LED suit and slow motion photography.
As the idea progressed, Adidas asked if the film could be based around Lionel Messi’s movements. To which the answer was yes.
The film was used to launch the Adizero F50 football boot. To date, the film has had over 7 million Youtube views.
Agency: iris Worldwide
Creative: Adam Fish
Managing Partner: Henry Scotland
Account Director: Simon Yoxall
Agency Producer: Sophie Horner
Adidas Global Brand Director: Thomas van Schaik
Production Company: ML Studio
Producer: Phil Tidy
Post Production: ML Studio
Post Producer: Mark Logue
Editor: Mark Whelan
Visual Effects: Ash Clifford & Danny Vaia
Costume Design: Machine Shop
Barcelona Production: DeTaPas Productions