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Currently showing posts tagged Miniac Films

  • Miniac Films Finds Elevation & Innovation in adidas’ “FUTURECRAFT 4D”

    To launch the emergent FUTURECRAFT 4D, adidas Brand Design partnered with Miniac Films to create a film that harnesses the spirit of unyielding innovation and discovery in their quest to produce a hyper-personalized running shoe. With striking visuals that usher in a sense of rising from the confines of the imagination, “FUTURECRAFT,” is a cinematic and artful look at what feels like it should be impossible in the moment. 
     

    FUTURECRAFT 4D is a pioneering partnership between adidas and Carbon, a company working at the intersection of hardware, software, and molecular science. Together, they are upending traditional manufacturing with the ability to design and deliver a truly customized product made possible through the marriage of athletic research and 3D printing.  

    Part alchemy, part upheaval, Miniac – in close collaboration with adidas Brand Design – employed a reductive, layered approach to FUTURECRAFT; juxtaposing and counter-weighing images, sound, and language to describe this complex interweaving of humanity, science, art, design, technology and data.  

    To add sonic dimension to the project, Miniac tapped Grammy-nominated Junkie XL (Tom Holkenborg) known for his feature film compositions on Max Max Fury Road, Deadpool and Batman Vs. Superman (co-composed with Hans Zimmer). “Futurecraft” was edited by Eric Greenberg, produced by Rogers Marquess, and shot by Joshua James Richards.

  • Miniac Films Explores New Terrain With “Not Made For Normal” Brand Film for adidas Climaheat

    The new adidas spot “Not Made For Normal” directed by John Christopher Pina is the latest spot in a successful campaign produced in close collaboration between adidas Brand Design and Miniac Films. The first spot, which launched earlier this year, focused on adidas Climachill’s cooling technology revealed in a quietly beautiful look at how technology and determination keep people moving in high temperatures.  “Not Made For Normal,” was filmed in Santiago, Chile and in the Andes, and features world-class, champion athletes Brianna Felnagel, Sharika Nelvis, and Jason Richardson performing at their highest level in brutally cold conditions with the help of adidas Climaheat. 

    “The Clima family of products are built for extreme weather and a certain kind of athlete; the kind of athlete that doesn't want weather to get in the way of their training or sport,” explains adidas Brand Design Creative Director Nick Cline. “That is how we came to the idea of 'Not Made For Normal." That's also why we chose to use Miniac Films to help bring this idea to life in both our films. They aren't your normal filmmakers.”

    With each endeavor, adidas Brand Design's Nick Cline and Miniac Director Pina operate as an interconnected team, purposefully breaking down barriers between creative concept and execution for a more seamless and cohesive result.  “Nick has an incredible film aesthetic,” explains Pina. “His knowledge of the process allows us to play without a lot of back and forth explanation or rationale behind a particular scene-- it's symbiotic. Working with Nick and the adidas crew is so fulfilling for a filmmaker because they are always trying to explore new ways advertising can inspire a viewer. It's honest and passionate.”

    Following the exhilarating shoot, the team returned to Miniac Films for creative editorial and final delivery. “Not Made For Normal” is being featured on digital and social channels, as well as in adidas retail stores.

  • Miniac Film's, Benjamin Kutsko, Directs

    The new “Perfect Time” music video for Edward Sharpe and The Magnetic Zeros is directed by Miniac Films’ Benjamin Kutsko and created using Google Deep Dream. Like a feverish night’s imaginings, the video marries darkness and light in a surreal conjuring that explores the artistic process. “Perfect Time” was filmed at Los Angeles’ legendary United Recording Studio in which frontman Alex Ebert Stewart channels vintage crooners while traveling through time and space, fantasy and reality, all in Perfect Time.

    Deep Dream was invented to help scientists and engineers to see what a deep neural network is seeing when it is looking in a given image. The algorithm has become a new form of psychedelic and abstract art, as harnessed in “Perfect Time.” Director Benjamin Kutsko, who previously collaborated with The Magnetic Zeros on the music video “Life is Hard” explains: “We wanted to explore the creative process that is recording an album or a song or making art or movies. You can really get lost in it; it takes over every moment. Like working late at night creating these visuals, it’s a computer dream.”