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Sporting dystopias
Global – Adidas has released its latest Y-3 fashion film, inspired by a futuristic dystopia.
- The film has been produced to promote the spring/summer 2017 Y-3 collection
- Taking on a cinematic aesthetic, it focuses on the insecurities of a future society
Set in an urban landscape run by an authoritarian regime, the film touches on political tensions, surveillance and our insecurities with data and privacy by imagining a future society centred on division of status, power and authority. It is the third campaign in The Future of Sportswear series, promoting Y-3’s spring/summer 2017 collection of luxury performance sportswear.
‘The structure of this society ultimately influences the evolution of the brand,’ a statement from Y-3 reads. ‘Movement, utilitarian function and a distinct hierarchy make up this world of tomorrow.’
The film was directed by Robert Broadhurst, with a soundtrack produced by Son Lux and creative direction by Blackrose. ‘The spring/summer 2017 collection had a specific cinematic feeling that all I wanted to do was build a beautiful world around it and let it impart this strange and hopefully entertaining story,’ explains Broadhurst.
The Big Picture
In response to the distrust and disconnection that a number of consumers are feeling, brands are creating campaigns that both embody and embrace The Dislocated World.
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