Good For The Trail. Great For The Oceans.
Every year, an estimated 8 million metric tons of plastic trash find their way into our oceans. Unfortunately, there's no single solution to the complex threats our oceans face. However, there are simple steps each of us can take to contribute to the solution.
For decades, adidas has been part of the problem. Now, through partnerships with organizations like Parley For The Oceans, the brand with three stripes is dedicated to progress through innovation. Adidas is committed to replacing virgin plastics in all its products with recycled materials.
As part of this commitment, we introduce the TERREX Free Hiker Parley, the first outdoor hiking shoe made with Parley Ocean Plastic.
As part of my responsibilities on this project I directed the long form video we produced for the campaign.
From a storytelling perspective, it was evident that we needed to merge the elements of land and sea to effectively convey the narrative of the Free Hiker Parley. Authenticity was key for the campaign's voice.
We sought someone with a genuine connection to the mountains, the oceans, and the issue of plastic waste. After thorough research, we chose Keith Ladzinski, a world-renowned National Geographic photographer known for his focus on climate change and sustainability.
Through his social channels, Keith effectively addresses the planet's issues in an engaging, relatable, pragmatic, and hopeful manner.
The resulting campaign, shot over ten days in Big Sur, California, was a true team effort and successfully captured the authentic, documentary-style essence we aimed for.
Creative Director/Director: Myself
Creative: Arran Jolly & Robert Glad
Producer: James Scally
Project Manager: Michael Deja