Adidas
F50
Brand
ProjectF50
Date
Jun 2026
Description
Adidas introduces the F50 with a cinematic campaign that centers on a high-stakes, nocturnal operation. Directed by Arthur Couvat, the project features athlete David Beckham as part of a collective coordinating a series of movements across urban rooftops and city landscapes. Developed in collaboration with creative agency Wieden+Kennedy, the film leans into a moody aesthetic, utilizing desaturated tones and live-action techniques to emphasize the performance footwear. Post-production by Selected Works underscores the project's tense atmosphere, framing the gear within a narrative of surveillance and precise strategy.
Style
Cinematic
5000+ creatives to discover
Sign up to gain access to the entire directory. It’s free.
Visie is a curated library of creative professionals.