Cannes Lions

Adidas Originals

LUX ARTISTS, London / ADIDAS / 2024

Awards:

1 Shortlisted Cannes Lions
Film
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Overview

Entries

Credits

OVERVIEW

Background

Every choice we made was to try and make everything as authentic as possible and think its an amazing result.

We shot on multiple different formats depending on what era we were trying to show. We also used different cinematic langue and emulated certain styles whether it be home video style or try and make a shot feel like a news broadcast. I even tried to only use period specific lighting, so only used older and tungsten lighting instead of modern LED fixtures.

Execution

We only used 2 archive shots and we wanted to shoot the different eras true to how they would of been shot on VHS, Hi 8, Mini DV, 8MM, 16mm and Arri Alexa, where we also printed the Alexa footage back to 35mm to make it more period correct. We also used stylised Slo motion moments where we printed to hi gloss photographic paper and rescanned to create a unusual effect. We shot all in South Africa over 3 days and had to work closely with the Production designer to ensure it felt real and authentic. Was quite strange to set up a huge scene with hundreds of extras then only shoot it on a old VHS camera but it always felt right and this lead our process.

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