Yes, this is one of those fashion ads that is weird for weird’s sake, but it’s visually dynamic and its sense of freedom and lively spirit fits Gen Z to a T. The commercial, directed by Gabriel Novis (repped in the US by LOS Films), celebrates a ten year partnership between adidas and Brazilian women’s clothing & lifestyle brand, FARM Rio, and unveils its latest capsule collection.
The 75-second spot features real athletes dressed in vivid prints, floating above a sand platform tethered to a hot air balloon. They’re playing “altinha,” a beloved Brazilian beach game centred on keeping the ball aloft together…and then things get strange. The ball falls to the ground and additional models continue the play. Then they are frolicking in the long grass on the cliffs while the athletes skydive down (yes, ?!) .
The film was created without the use of AI, and with the help of expert skydivers who specialise in ballooning. Its craft deserves to be applauded.
