Superfad collaborated with agency 180 Amsterdam to create a vibrant :45 online video to showcase the Adidas F50 soccer shoe. The concept was to highlight the shoe's design within the setting of a light tunnel.

According to Superfad director Clayton McDermott, "The challenge was to create a spot that not only provided the viewer with a comprehensive overall view of the exterior design and the technology that lies within, but one that also conveyed the incredible speed and maneuverability that the new F50's design affords the player."

"F50 adizero in action"
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Accordingly, Superfad's introduced subtle and abstract stadium elements throughout the spot which allowed freedom to create some beautiful product shots of the shoe flying through a stream of light trails, and the opportunity to see the shoe in person, doing the job it was created for: playing soccer.

To keep the look of the spot consistent, Superfad came up with the concept of having the F50 interact with a soccer ball made up of the light streams that appear throughout the spot. Playing with various speed ramps and bullet time effects gives the viewer time to fully appreciate the shoe's design, while reinforcing the exceptional speed its lightweight design gives the player.

The spot is further brought to life by the sound design provided by Resonate Studios, which brought to life the edits and created a soundscape that heightens the overall mood of the piece.