Adidas
The Female Field
Feb 2025
Adidas presents The Female Field, a campaign produced in partnership with Havas Middle East that examines the historical representation of women in regional sports. The film utilizes a documentary approach, weaving together archival news clippings, broadcast footage, and social media commentary to explore how gendered linguistics in Arabic shape perceptions of female athletes. The project employs a monochrome visual palette combined with clean, motion graphic typography. By contrasting historical statistics with contemporary discourse, the campaign highlights the relationship between sports terminology and female grammar.
Documentary, Horizontal, Cinematic, Monochrome
Motion Graphics
Sportswear
White Seamless
Advertising Campaign, Brand Film / Corporate Video
