Miniac Films Explores New Terrain With “Not Made For Normal” Brand Film for adidas Climaheat


By thelaegotist / / The new adidas spot “Not Made For Normal” directed by John Christopher Pina is the latest spot in a successful campaign produced in close collaboration between adidas Brand Design and Miniac Films. The first spot, which launched earlier this year, focused on adidas Climachill’s cooling technology revealed in a quietly beautiful look at how technology and determination keep people moving in high temperatures. “Not Made For Normal,” was filmed in Santiago, Chile and in the Andes, and features world-class, champion athletes Brianna Felnagel, Sharika Nelvis, and Jason Richardson performing at their highest level in brutally cold conditions with the help of adidas Climaheat. View it here:

adidas – Climaheat: Not Made for Normal from Miniac Films on Vimeo.

“The Clima family of products are built for extreme weather and a certain kind of athlete; the kind of athlete that doesn’t want weather to get in the way of their training or sport,” explains adidas Brand Design Creative Director Nick Cline. “That is how we came to the idea of ‘Not Made For Normal.” That’s also why we chose to use Miniac Films to help bring this idea to life in both our films. They aren’t your normal filmmakers.” In “Not Made For Normal,” black and white footage of the athletes’ performance in this wintery setting strikes at the heart of the conditions dedicated athletes endure and also serves to distinguish the narrative from the product shots. The action sequences, striking, intense, and often fast-paced, contrast with the considered, slow motion product scenes, to convey the feeling that despite rough conditions you can always count on the product’s technology. Client: adidas Brand Marketing: Stephane Viarnaud Advertising Agency: adidas Brand Design Creative Director: Nick Cline Producer: Nelleke Rekers Production Company: Miniac Films Director: John C. Pina DP: Joshua James Richards Executive Producer: Stephen Roesler Producer: Rogers Marquess Editor: Niles Howard Sound Design Company: Vaudeville Sound Designer: Zach Goheen