Miniac Films Director John Christopher Pina directs adidas film for Futurecraft 4D
Adidas has partnered with Carbon to create a completely customized shoe for its’ wearer. With athletic research and 3D printing, adidas has made Futurecraft 4D.
Adidas teamed up with the Los Angeles and New York based production company, Miniac Films to create the promotional film for Futurecraft 4D. Miniac Films is a hybrid production company and creative shop that specializes in creating dramatic narratives with high production value. Miniac has partnered with adidas on numerous productions. Miniac Films director and co-founder, John Christopher Pina, directed the spot.
Pina started as a music video director, directing videos for top pop artists like John Legend and Kanye West, but quickly moved into the commercial world. Pina is widely known in the commercial world for his lively yet emotive narratives. His work greatly matches the similar urban yet fresh feel of the adidas brand. Pina frequently works with the German sportswear company, which has won a Clio, for Climachill: Not Made For Normal.
Pina wanted raw unadulterated footage of the shoe’s making to intercut the cinematic shots and highlight the innovation that is Furturecraft 4D. The films through line anchored around a runner, which added a natural element and soften the artificial nature of the shoe’s production. Using long natural one shots cut with gritty real footage of the assembly of the shoe created an urban futuristic feel. Pina used cutting edge editing and visual effects to fuse together the various footage and create a unified film that emphasized the rise of innovation.
The Dutch film composer, multi-instrumentalist, DJ, producer and engineer, Junkie XL, scored the film. Originally known for his trance, electronica and big beat productions, Junkie XL has since moved on to be one of the most prolific film scorers in Hollywood, scoring films like Spider Man, Mad Mac, Black Mass, and Deadpool. Pina has worked with Junkie XL in the past directing his music video for Leave Behind Your Ego featuring Timothy Leary. Both Pina and Junkie XL wanted the film to create a natural ambiance where the VO, sound design and music dynamically supported the narrative. Sound pans throughout the film and leads into the following frames, creating momentum and anticipation. In the end, all these elements fused into one singular collage of sound.
Adidas has always been at the cutting edge in sportswear technology. They’re use of technology in their manufacturing of product creates better sportswear that in turn enhances an athletes performance. Adidas inspires and amazes us with their products, and Futurecraft 4D does exactly that.
Pina won a Canne Silver Lion, for the 2018 film for Futurecraft 4D.
Read more about the production here.