Adidas Originals

Apr 2026

Adidas Originals taps into the raw energy of urban football culture with the 'Highlights' commercial. The project centres on a series of vignettes featuring athletes and fans interacting within a bustling street-level setting, highlighting the intersection of sport and personal style. The production leans into a candid, high-energy aesthetic, utilizing handheld camera movement and natural light to maintain an authentic feel. Creative direction by William McVay frames the narrative through the lens of spontaneous community engagement and athletic movement. Production services were facilitated by Biscuit Filmworks and William McVay, with Biscuit Filmworks also overseeing post-production. Sound design by Max Cooper rounds out the spot, grounding the visuals in a rhythmic, street-centric audio landscape.

Horizontal, Commercial, Action, Warm

Natural light

Motorsport

Street

Advertising Campaign