Steely-eyed Richie & Sonny Bill shoot global Adidas spots

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Adidas has released a new global campaign – with significant Kiwi input – starring top athletes, including ABs Richie McCaw and Sonny Bill Williams.

The Take Today campaign, out of Sockeye Advertising in Portland Oregon, engaged Auckland producer Augusto to shoot the Kiwis.

“We shot the piece to camera elements and supplied them to Sockeye in the US who did all of the creative and the post-production,” Augusto’s Siobhain Hayes told M+AD.

“Sockeye’s Tim Sproul’s mother is from NZ and he has spent some time down there. He took a lot of pride in writing these particular ones.”

The international roll out for the campaign includes clips of a range of other Adidas-sponsored sports stars—including Leo Messi, Kevin Jorgeson and Virat Kohli—speaking to the camera.


Director: Michelle Walshe
Producer: Monique Nielsen
Production Co-ordinator: Lara Marshall
Account Manager: Siobhain Hayes
DOP: Mark Lapwood
Camera Assistant: Richard Elworthy
Sound Operator: Gabe Muller
Lighting: Craig Muirhead
Make-up: Anna Hewlett


ECD: Peter Metz
Creative Director/Writer: Tim Sproul
Executive Producer: Ryan Crisman
Producer: Stacy Lorts

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