Havas Middle East, Agency / Creative,

Associated creatives

Description

This campaign video for Adidas, titled The Female Field and created in partnership with Havas Middle East, examines the historical lack of representation and challenges faced by women in sports across the Middle East. The piece weaves together archival news clippings, broadcast footage, and social media commentary in Arabic and English. Through statistics, headlines, and typographic analysis, the video highlights how linguistic gender in Arabic associates sports terminology with female grammar. The visual style employs black-and-white documentary framing alongside clean graphic typography.

Style

Documentary, Horizontal, Cinematic, Monochrome

Techniques

Motion Graphics

Industries

Sportswear

Background

White Seamless

Context

Advertising Campaign, Brand Film / Corporate Video