FILM
"Pressure makes everything unattainable"...in work or in personal life it’s a truth we all face. Pressure is an obstacle that holds us back from moving forward.
For the Paris Games, together with adidas, we looked into the lives of top French athletes and how they manage to disarm this negative pressure. Internal pressures, pressures from those around them, public pressure... to cope with them, all our athletes share a common approach: they find refuge in a mental space of their own, where they can refocus, recharge, and find the energy to keep moving forward and push beyond their limits.
We have named this place the Backyard. And this place, each one of us has it somewhere within ourselves.
For the Paris Games, together with adidas, we looked into the lives of top French athletes and how they manage to disarm this negative pressure. Internal pressures, pressures from those around them, public pressure... to cope with them, all our athletes share a common approach: they find refuge in a mental space of their own, where they can refocus, recharge, and find the energy to keep moving forward and push beyond their limits.
We have named this place the Backyard. And this place, each one of us has it somewhere within ourselves.
CONTEXT
Design the French version of adidas' global campaign for Paris 2024 – whose theme is the disarming of pressure - in collaboration with 7 French athletes.
OUR ANSWER
With our good knowledge of the world of sport and especially of the French athletes of the Team adidas Paris 2024, we have opted for a quasi-editorial approach to the global theme of the campaign by exploring the “Backyard” of each athlete in the most intimate and realistic way possible, all through a realisation attached to the natural and its aesthetic.
Design the French version of adidas' global campaign for Paris 2024 – whose theme is the disarming of pressure - in collaboration with 7 French athletes.
With our good knowledge of the world of sport and especially of the French athletes of the Team adidas Paris 2024, we have opted for a quasi-editorial approach to the global theme of the campaign by exploring the “Backyard” of each athlete in the most intimate and realistic way possible, all through a realisation attached to the natural and its aesthetic.
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