Lead with the experience
The shoe stays on feet and in motion, so the product proof is the hike itself.
REC Case file · MMNT-007
Social campaign
adidas TERREX
Free Hiker 2.0 goes outside
Four cuts that sell a hiking shoe by showing what it feels like to wear one.
- Client
- adidas TERREX
- Format
- Social · 9:16
- Deliverables
- 4 cuts, 22s each
- Services
- Creative direction, production, edit
The Tape Rack
CH 01 · Bri in the Low
0:22
SP · Stereo
● Hi-Fi
MMNT-007 · Bri in the Low · SP
MMNT VD-2000 · Hi-Fi Stereo
Tape rack4 tapes
The Brief
Same studio. Three adidas lines.
adidas TERREX was launching the Free Hiker 2.0, the latest edition of its outdoor hiking shoe. The product already had a loyal fanbase, so the job wasn't a spec sheet. It was the experience of wearing it outside.
The direction was adventure: athletic, thrill-seeking, good friends, the great outdoors, and tackling whatever the day throws at you.
Adventurous. Athletic. Thrill-seeking. Good friends. Great outdoors.The style brief
The Moves
What we actually did.
Creative direction, production, edit. One crew, start to finish.
Two hikers, two silhouettes
The Low and the Mid are each worn by both hikers. Four cuts that show the range without one feature callout.
Built for the scroll
Twenty-two seconds, vertical, product in frame early. Made to be watched on a phone between other things.
The Receipts
What it added up to.
4Cuts
22sEach
2Silhouettes, Low and Mid
9:16Vertical-first
Free Hiker 2.0 was the second adidas campaign we landed after the Gazelle, and Federation followed it. The result we can point to is the simplest one: they kept coming back.
Contact Sheet
Frames from the tape.
Pulled straight from the footage. Click any frame to blow it up.
End Credits
Who made it.
- Creative Director / Executive Producer
- Alex Darke
In partnership with
adidasQuickframe
Let's Roll
Let's
roll.
Tell us what's not getting made yet. We'll tell you if it's a project or a retainer, and when we can start. No deck, no dog and pony. Just the plan.
Let's Cook