adidas sponsored stars Derrick Rose and Dwight Howard front a pair of promotional animated spots that highlight the players’ physical/mental abilities in tandem with how basketball products have enhanced their games.
The ‘Inner Workings Of A Creator’ campaign used the sports brand’s basketball ambassadors to highlight products such as TechFit PowerWeb and Padded Compression Gear – along with the brand’s signature footwear.
Created in collaboration with FreeDarko, each film, divides the respective players’ abilities into three sections: ‘Game Breakdown’, ‘Mystical Animal’ and ‘Secret Weapon’. While Jurassic 5 rapper Chali 2Na narrates through the footage.
The films are hosted at adidas’ own branded content platform adidas.tv.
Earthy, gritty animation helps strip the spot back to the athletes core, whilst the poetic voice over provides urban heart.