Adidas Commercial - ‘I Wear It All’
Commercial written and directed by Mono Ghose, about accepting the losses in sports and life to become a champion. Starring pro-boxer Luke “The Duke” Watkins and renowned trainer Paddy Fitzpatrick.
Produced in-house by Mavericks, we developed a story that was unafraid to challenge stereotypes surrounding victory and winning - largely that failure was something to be ashamed of and supposedly ‘heroic’ men should not be vulnerable. We believe that’s old thinking, and wanted to create a story for a huge brand that challenged this staid narrative and status quo - and more importantly, showed that true victory comes from learning from failure. That’s why Rocky was so ahead of its time, it was never about the win inside the ring, it was the fight for life and love outside that mattered. And somehow we have forgotten this truth, in the chest-beating sometimes arrogant sports commercial arena that we have become used to. The feedback has been really positive from sports fans, sports brands and the press. Here is a link to an article written in the local paper where the featured star boxer Luke ‘The Duke’ Watkins is from: Read Article Here
In terms of the shoot, we had already filmed a short ITV documentary with Paddy and Luke, at Fitzpatrick’s Gym in Swindon (watch here) and we returned to shoot this commercials over 2 days in the cold late winter. We shot with a large 30 person crew, with state-of-the-art camera tracking, grip gear, lights, vehicles and we filmed on the RED Scarlet camera at 4K anamorphic with a set of lovely prime lenses.
The commercial has been watched and shared thousands of times on social media and has been critically acclaimed from the marketing director of the All Blacks and New Zealand Rugby, to the marketing and brand team at Adidas and from leading brands and agencies in the UK and US. The marketing directors of the company BioCity loved the commercial so much they commissioned Mavericks to make a commercial for them using a similar storytelling format (see film here).