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adidas Customizes Films for Customized Feet
Published on .
What would you do with freedom? Seven directors recently got to explore that opportunity in an adidas-sponsored podcast showcase promoting the new adicolor series, an updated revival of the sportswear manufacturer's customizable line of shoes, originally launched in 1983 (see www.adidas.com/us/adicolor). In collaboration with New York-based agency Idealogue, the brainchild of Jacqueline Bosnjak and Mark Beukes, and with executive producer Sara Seiferheld, formerly of The Directors Bureau, adidas will virally distribute a series of shorts based on the various color themes in the line. All the directors—Tronic, Charlie White of Furlined, Smuggler's Happy, Psyop, Transistor Studios' Saiman Chow, The Directors Bureau's Roman Coppola and Neill Blomkamp of RSA—got license to go creatively buck wild shooting something about a single color, with no obligation to include product or logos, save for a short Pong-inspired intro ID created by James Spindler. This first film, "White," launched virally at 3am today and on the site http://www.r255g255b255.net (which references the html RGB code of the color white). Each short will also be available for free downloading from sites like Google Video and Apple's Video iTunes. Giving the series extra fuel for the viral push, the debut entry, directed by Tronic, conveniently stars a teensy white outfit-clad, hammer-wielding Jenna Jameson playing a futuristic game of Whack the Gopher with Teletubby-reminiscent munchkin men.