REC Case file · MMNT-012 Social campaign

adidas Federation

COPA fever, social first

Six retro-flavored cuts, built for football fans while the tournament was actually on.

▶ Roll the tape Let's Cook

Client: adidas
Format: Social · 9:16
Deliverables: 3 concepts, 6 cuts
Services: Creative direction, directing, cinematography, styling

The Tape Rack

CH 01 · Gameday Look

0:20

SP · Stereo

● Hi-Fi

MMNT-012 · Gameday Look · SP

MMNT VD-2000 · Hi-Fi Stereo

Tape rack3 tapes

The Brief

They didn't have to re-pitch.

adidas came back to us again, this time for the COPA America tournament. The job: put the Federation line, adidas pro soccer gear, in front of football fans while the tournament was happening.

The direction asked for fresh perspectives and out-of-the-box styles. Bold visuals with a retro streak, unique points of view, and every concept built social-first.

Stylish. Vibey. Retro. Bold visuals. Social-first.The style brief

The Moves

What we actually did.

Creative direction, directing, cinematography, styling. One crew, start to finish.

Take 1

Timed to the tournament

The campaign ran during COPA America, when football fans were already paying attention and already wearing the colors.

Take 2

Fans, not athletes

A fisheye hallway, a boombox on a sunny sidewalk, jerseys worn the way fans actually wear them. Retro lenses, real people.

Take 3

Three concepts, two cuts each

Gameday Look, Show Up Like You Mean It and The Crest, each delivered in two edits so the strongest one could lead.

The Receipts

What it added up to.

3Concepts

6Cuts

18-20sEach

9:16Vertical-first

Federation is the third adidas campaign in the family, after Originals and TERREX. That's the quiet proof here: three product lines, three briefs, one studio they didn't have to re-pitch.

Contact Sheet