Adidas Adicolor: Seven Short Films About Color

The adicolor podcast is a series of seven short films created for Adidas to celebrate “color, customization and personal expression”. The films were created to be specifically viewed on iPods, PSPs and online, which was still a fairly revolutionary proposition back in 2006 when the films were made. A team of excellent directors was put together, with Neill Blomkamp, Psyop, Happy, Tronic, Roman Coppola and Andy Bruntel, Saimon Chow and Charlie White each given an entirely open brief to create a film based on their emotional response to a particular color. The podcasts related to the adicolor global digital campaign for which Adidas had asked 20 artists to design a shoe based on their response to a color. The films feature such surreal scenes as an orgiastic dinner party involving green paintball splashes and a pink-loving teenager’s transformation into a bejeweled figurine. With an original goal of achieving one million views globally, the campaign actually achieved over 25 million views in just seven weeks.

Adidas: Adicolor Project – United Colors of adidas

In 2006  the German athletic apparel company adidas created an innovative ad campaign for the revival of their Adicolor shoe line. They invited filmmakers to create seven short films, each representing a different color. To promote the films, Adidas registered domains for each color-themed film based on their RGB color values. 

Although this was the website for the film, BLACK, I must admit that “Pink” by Charlie White is by far my favorite of the series.

Here’s the full series of seven films:

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Adicolor BLACK FILM

Black = r000g000b000.net 

Stills from Saiman Chow’s film for the colour BLACK. The film is a surreal tale about a lonely, crazed panda.

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Adicolor WHITE FILM

White = r255g255b255.net

Adicolor WHITE was directed by Tronic and sees Jenna Jameson enthusiastically playing a funfair game.

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Adicolor RED FILM

Red = r213g037b053.net

Roman Coppola and Andy Bruntel created this animated history of the colour red for the adicolor RED film.

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Adicolor BLUE FILM

Blue = r023g075b158.net

Psyop is behind the adicolor blue film, where New York City is turned black and white, apart from the odd splashes of blue.

 

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Adicolor YELLOW FILM

Yellow = r254g245b006.net

Neil Blomkamp directed the adicolor YELLOW film, a gripping tale about robots and artificial life.

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Adicolor GREEN FILM

Green = r006g146b071.net

Adicolor green by Happy shows a space-age dinner party where everything gets a little out of hand after some green treats are consumed.

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Adicolor PINK FILM

Pink = r243g197b208.net

Charlie White directed the adicolor PINK film, which sees a teenager turn into a bewelled figurine while her pink teddy looks on helplessly.

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I can't believe it. While I was working on recreating this site from its archived pages, as well as other outside sources, I experienced a disaster that I never want to go through again- water and smoke damage from a fire in my upstairs neighbors' apartment. I was away for the weekend at the shore and when I returned to my lower Manhattan apartment I saw fire trucks and police just leaving my street. I didn't think too much about it until I entered the buildings foyer and smelled the smoke. Then I opened the door to my apartment and encountered the mess from purgatory. Thank goodness I had my dog and computer with me. Smokey smelling, I was expecting to find water damage to the ceiling, walls, and furnishings. I desperately needed reassurance about the condition of my apt & especially my extensive collection of Batman memorabilia. I spent years gathering the best Batman T shirts and hoodies, some very rare ones I bought in Japan, and to tell the truth, they are my most prized possessions and are actually valuable. I even have a Batman sweatshirt autographed by Christian Bale, and a Joker hoodie signed by Jack Nicholson! The bedroom in my apartment is actually a showroom for these special Batman garments which I've been collecting since I was in grammar school. I was also a consultant for an online store featuring a huge selection of Batman shirt designs - MoonAtMidnight.com, which is now my fav webstore. So I was greatly relieved to find that the fire had been limited to the foyer, never reached my apartment, and my Batman collection was completely spared. The whole episode inspired me to make a black and gray animated short entitled Water & Smoke about a NYC rat that goes away for the weekend only to return to his water and smoke filled burrow in a NYC brownstone.

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