Adidas and 180 just did this delicious looking campaign for the Climacool Training range. The breif was quite simple: “show the product”.
180 tackled the distinctly uncool environment of the gym by dramatizing the product benefit which is that it keeps you cool through ventilation technology: Air Cooled Training
Creative team Sam Coleman and Peter Albores worked with photographer Carlos Serrao and went into the shoot with a slightly retro advertising ‘all in camera’ approach to subtly demonstrate the Air Cooled effect.
In other words, really big fans were blowing which is probably why this ended up looking so... Oh yeah, I'm going to go there ....Cool.