adidas Reframing the Future
The Dubai Frame is one of those landmarks that’s impossible not to do something with.
As part of the Impossible Is Nothing relaunch, we wanted to really bring that idea home.
So we asked Zinedine Zidane to play a game of no bounce with young Emirati football star Nouf Al Anzi, through the Dubai Frame.
Part PR stunt, part film, it became a simple way of connecting one generation of football with the next while making the story unmistakably Dubai.
This ad taught me about the technical aspects of filmmaking. Angles, cuts, forced perspective. And keeping VIPs happy.
Client: adidas
Role: Copywriter. I came up with the idea as part of the creative team, then stayed involved throughout, from presenting the concept through to the shoot and final edit.