Mon, 21 Mar 2022 17:05:49 GMT
COMPULSORY’s Florian Joahn directs ‘The Ceremony’ to memorialise 120’s of Real Madrid, and 20 years of collaboration between adidas and Y-3. Joahn’s visuals combine sports and high fashion aesthetics with elegance, taking cues from iconic designer Yohji Yamamoto’s signature silhouettes.
Culminating in a capsule collection and limited edition kit, the collaboration embodies the essential player uniform whilst showcasing the language of Yamamoto design. Leaning away from the overly branded images we’ve become accustomed to on the sports field by giving us black on black. This kit also celebrates a second milestone, the 20th year of creative crossover between adidas and Yamamoto, and features his signature in place of the usual sponsor badge.
‘The Ceremony’ depicts the coming together of the two brands with a wedding, creating an image of romance and connection. Set on the backdrop of a zen garden with a stunning Koto inspired soundtrack, the film explores and celebrates the brand’s Japanese heritage.
Real Madrid stars; David Alaba, Karim Benzema, Marcelo, Ferland Mendy and Iker Casillas feature throughout as onlookers and members of the congregation, their image far removed from the bravado of usual sports advertising. Instead they are used symbolically to signify power and vulnerability.
Climaxing with an aerial view of the custom-built wedding altar in the shape of the club's classic badge, designed and built by Studio Augmenta.
Director Florian Joahn said of the project “The ceremony evolves around the themes of romance, tradition, community and youth, and celebrates Real Madrid through the looking glass of Y3’s Japanese heritage. We relate to football in an emotional way, understanding it is a cultural moment that brings stories together and allows for moments of passion and unity. I loved the idea of telling a story through single vignettes, inspired by the director Yasujirō Ozu. The goal was to connect Real Madrid and Y3 and allow for a story to be told beyond the realms of what is traditionally to be perceived as football.”
Exec producer Kadri Mahmoud added “I’m incredibly proud to see what Florian has built with this creative for both adidas, Real Madrid the club and Y3. He continues to push the boundaries of contemporary advertising and this is no exception, this time taking three global voices and allowing them to merge in a surreal yet comforting setting. The Ceremony is a culmination of well defined, modern brand values with the creative space to experiment and the opportunity to re-shape sports advertising.
Categories: Clothing and Fashion, SportswearCOMPULSORY., Mon, 21 Mar 2022 17:05:49 GMT