Adidas Originals
I Spy
Brand
ProjectI Spy
Date
Apr 2026
Description
Adidas Originals presents I Spy, a cinematic commercial spot capturing the kinetic energy of an urban traffic jam. The film leans into a raw, live-action aesthetic, focusing on the static tension of stalled vehicles and the movement of a crowd caught in the gridlock. Developed with production by Biscuit Filmworks, the project integrates sound design to underscore the busy street environment. William McVay provided agency and creative oversight, while Max Cooper contributed to the music and sound composition to maintain the project's rhythmic pace.
Style
Horizontal, Cinematic, Raw
Industries
Sportswear
Background
Street
Context
TVC / TV Commercial
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