360 PRODUCTION:

For the release of the new Adidas Yung 1. we built the shoot around the energy of artist group NSG, letting their personality lead rather than fitting them into a rigid script.

The brief was a FOR full content day, a run of different scenarios designed to let the product's vibrant colourways breathe across a range of settings and moods. Rather than tightly directing every beat, the strategy was to give the set over to the artists by creating the space and setups for them to bring their own energy. Shaping the coverage around what that energy naturally produced, meant staying reactive on the day, reading the room, keeping momentum between scenarios, and making sure the crew could move fast enough to capture the moments as they happened rather than staging them after the fact.

That approach paid off and the shoot had a genuine buzz to it, the kind that's hard to manufacture and easy to feel in the final content. It more than made up for a heavier clean-up afterwards.

Production: Nick Gee
DOP: Tom Hancox
Photographer: Jennifer Jukes & Phillip Splaine
Art Direction: Ryan Harding
Stylist: Heather Croston
Marketing: Footasylum
Retouch: Taryn Wilsea