Miniac Films Director John Christopher Pina Directs Adidas Film Climaheat: Not Made For Normal.
Adidas has always pushed the power of performance. In their newest creation, Adidas designed a line of sportswear that is designed for peak performances in the extreme cold and snow. Adidas knows that in the cold people seek out comfort and protection. They know that athletes need garments that protect them from the elements while also allowing for full exertion. That is why they created Climaheat.
Adidas teamed up with the Los Angeles and New York based production company, Miniac Films to create the promotional film for Climaheat. 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 for Climaheat: Not Made For Normal.
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 him a Canne Silver Lion, for the 2018 film for Futurecraft 4D, and a Clio, for Climachill: Not Made For Normal.
Pina wanted to show the versatility of Climaheat. He shot the film in three different locations: city streets, a rural small town and the rugged mountains. Pina highlighted the layers of sleet and snow on asphalt; the gray wide skies above snow covered prairie flatlands; and dramatic mountain vistas to heighten the sense of cold and show how the runners could withstand the brutal cold and find their peak performance with Climaheat.
In each varied location, Pina's use of angles and use of visceral close-ups emphasized the Climaheat garments in action. Each shot stressed the athletes’ form as a human contrast to the harsh nature around them. Shots of wide-angle city and rural landscapes defined their individual character and the close ups locked in on their bodies in motion highlighting each runners’ power, their total confidence in extreme environments. Pina also used sound design to evoke the warm collected confidence in the runners.
The Miniac team shot the film in Santiago, Chile. Santiago is a striking metropolis but is also less than an hour from the Andes peak, making it the perfect spot to shoot. Due to the high altitude and the extreme cold, it took almost four hours to get a singular shot of runner, Jason Richardson, as he looped the mountain range.
The films inspired a range of women and men to purse athletic excellence in spite of the formidable cold. Wherever they are and whatever the obstacles, Climaheat is a tool that athletes can use to achieve peak performance. It is built for the extraordinary, it is not made for normal.
Check out the full film here.
Check out some behind the scene footage below.