adidas decided to break in to the outdoors category in Latin America, currently dominated by Columbia and Northface.
The key to success was achieving credibility in a category where they have no reputation. Using professional athletes we set off into locations that were unknown and extreme for them, our client and us - so any sense of vertigo and risk is 100% real.
This campaign is very significant for me, because it also represents a great physical challenge. Walking for hours through mountains to find hidden water falls, sleeping in tents, being eaten by bugs meant that we were able to achieve these spectacular shots that didn't really require much cgi postproduction.
What you see is 100% the outdoors.
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