Rooted in history.
With a collection that drew direct inspiration from a specific historical moment, we wanted to ensure the visuals referenced that same era. Revisiting the first year that adidas sponsored Team GB, 1984, the collection came very close to replicating archive pieces from that momentous occasion.
To weave this story through the visual assets, we worked closely with film photography specialist Dan Douglass, shooting on an 35mm camera from the mid-80s and using a 35mm film that replicated the hues and contrast of the time that the collection referenced.
To counter the vintage aesthetics of the visuals, we shot on location in Stratford, amongst the giant building site for the London 2012 Olympics, adding a modern sub-story and giving the images relevance to today.