Adidas introduces the F50 with a cinematic campaign that centers on a high-stakes, nocturnal operation. Directed by Arthur Couvat, the film captures athletes, including David Beckham, coordinating across urban rooftops through tense surveillance and strategic communication.
The project channels a sense of urgency through moody, desaturated visuals and sharp, live-action techniques. Wieden+Kennedy developed the creative, with post-production and VFX handled by Selected Works to refine the atmospheric aesthetic of the sports performance launch.
