adidas

In partnership with M&C Saatchi Sport & Entertainment London, Toast Films recently produced a compelling piece for adidas Arabia, as part of a larger global campaign. The spot, rooted in the campaign line “We all need someone to make us believe” captures the emotional core of sport and the drive that connects athletes, both on and off the track. Directed by Damiano Fieramosca, the ad follows a one-shot approach to maintain consistency in tone and visual language, aligning with adidas’ global campaign strategy. By filming the narrative in a single take, the team ensured to follow a holistic approach to reinforce the campaign’s message and allow for quicker resonance across global markets. The story is built around the concept of the “best friend who is also your biggest rival”. It highlights a unique dynamic in running, where the person you often race against is the same one who pushes you to do your best — your closest friend. That competitive tension is what makes the pursuit of personal excellence feel all the more rewarding.