01 — Commercial / 2024
Neon Dreams
Client
Adidas
Director
James Laurent
DOP
Yuki Tanaka
Duration
1:00
Location
Tokyo, JP
— Overview
A high-octane commercial exploring the intersection of urban culture and athletic ambition. Shot across 4 nights in Tokyo's Shinjuku district with a crew of 42.
The Challenge
Adidas needed to speak to a Gen Z audience without feeling corporate. The brief was deliberately open: 'Make us feel something.' We interpreted that as a directive to abandon safety entirely.
The Approach
We built a visual language from Tokyo's neon infrastructure — using the city itself as the protagonist. The athlete is secondary; the environment is the story. 14 locations across 4 nights, 4TB of raw footage, reduced to 60 seconds.
The Outcome
2.4M organic views in 72 hours. 38% above projected engagement. Selected for Cannes Lions Film Craft and awarded Gold in Direction.
— Production Stills
