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Adidas "Y-3 Spring/Summer 2017 (2017) 2:29 (USA)

A retina scanning drone in the sky. Marching armies of models dressed all in black. Thick tension and distemper, perhaps a reflection of the modern world itself. A post apocalyptic grey sci-fi white reminiscent of THX-138, or Apple's 1984 for that matter. This is the Y3 reveal of its new Spring/Summer collection. Because nothing says "the weather's getting warmer" like a technocratic dystopia filled with muted greys, slim-lined black pants, athletic-inspired apparel, visor helmets and paranoia.
I'm all for taking conceptual risks, especially when it comes to fashion. But this scenario doesn't make the clothes or the blonde-haired protagonist look particularly attractive. Also I can't help but wonder if anybody at the ad agency ever stopped to consider that opening on the sound of jackboots when making a fashion film for a German company with ties to World War Two might not be the best idea.

Agency: Blackrose NYC
Director: Robert Broadhurst
Producer: Kori Shadrick
Director of Photography: Aaron Platt
Lighting Design: John Torres
Music: Son Lux
Color: Paul Harrison at Freefolk
Talent: Louie
Talent: Zlata
VFX Lead: John Shafto
UI Design: Toros Köse
Sound: Sonic Union
Mix Engineer: Brian Goodheart
Sound Designer: Owen Shearer
Studio Director: Justine Cortale
Scheduling Producer: Pat Sullivan
Set Design: Anthony Asaro

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Anonymous Adgrunt's picture
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Dabitch's picture

Everything about that was ugly, but I liked the sound design.