Adidas unboxes its 70-year history in sweeping diorama film

Ad from Opinionated revisits the brand's iconic moments in culture over several decades

Published On
Aug 22, 2019

Editor's Pick

This month, Adidas turned 70-years-old, and to help mark the anniversary, it debuted this sweeping diorama film taking viewers through its most iconic historical moments. With agency Opinionated and production company House Special, it created a miniature world paying homage to some of the most famous folks to don Adidas Originals classics, including Stan Smith, Run DMC, Muhammad Ali, Stella McCartney and Nora Vasconcellos, the first female pro-skateboarder to be sponsored by the brand. 

The camera opens on the brand's three-striped shoebox, which unfolds to reveal a miniature basketball court, with players in the heat of a game wearing Adidas Superstar kicks. It then zooms over to the tennis court, where Smith leaps through the air with his racket, and from there it stops into a club, joining rap fans going wild with Run DMC. The camera then visits the boxing ring to highlight The G.O.A.T., drops in on a photo shoot with McCartney and finally, captures Vasconcellos, flying on her board.

Opinionated and House Special also created a behind-the-scenes video that details the "no-mation" technique used in the film, which involved sending a motion control camera through the tiny, hand-made set to capture each scene of the film, consisting of 1,000 frames of film. 

The piece, running on Adidas Originals’ social channels, depicts the brand's place not just in sport, but across all of pop culture, from fashion to entertainment. It's the latest from the brand’s “Home of Classics” campaign, which debuted earlier this year during the NBA finals with a celebrity-filled spot shot by emerging director Mikey Alfred, who previously helmed Tyler the Creator music videos and co-produced “Mid90s,” Jonah Hill’s directorial debut.