Brief: In an event called “The Energy Takeover” runners across London applied for a place in the race which began in Camberwell and snaked its way through unseen parts of the city. Those who were lucky enough to get a place through the ballot were joined by people who were able to decipher clues on the adidas twitter page to earn entry to the race.
The runners were kitted out with the new adidas Ultra Boost, an adidas running t-shirt that included a timing chip and an individual route supplied through their smartphone that took them through the 10km distance. The running t-shirt was also linked to a series of content capture setups during the race that meant participants received personalised photos and video clips after finishing.
All 200 attendees experienced their own journey on the run passing through specially designed adidas checkout points including running through an Energy station, a light installation, the world famous cricket stage at The Oval, and sets from London musicians.
The brief was simply to capture the various elements of the event showing the excitement and participation of the runners across London’s urban terrain.
Response: Collaborating with production agency CANADA, Anomalous Visuals videographers spread out across the route in order to document the various elements of this unique running event. Capturing the spirit of the individual runners as well as the technology and interactive elements was of prime concern and focus for the team, while making sure that a coherent response to the brief was produced.
Results: The promotional video was used by the client for a range of outputs, including the Adidas Running Youtube channel, the Adidas website News Stream, Adidas social media platforms as well as being featured on a host of lifestyle / sports based blogs and media outlets.
Videographer: Eleonora Cecchini
Commisioning Agency: CANADA