Inspired by the directorial work of Terrence Neale and the words of Charles Bukowsky's The Laughing Heart, I set out to create a piece which spoke to the Adidas audience on both a promotional and subconscious level.
We live in a world where consumers worship at the shrine of branded gods. With the influence of media and technology, the battle between these "gods" for capitalist control is greater than ever - leaving many consumers empty, rebellious and searching for a God they can believe in.
The neon lights of an alternative religious angle were important incorporations I wanted to make, both in the live action and the CG scenes. As a generation, I feel as though we are stranded in this emptiness between pushing to the future and longing for a past we never experienced. As such, the incorporation of some nostalgic imagery was needed as well.
The initial visual direction, created in C4D's physical renderer, lacked religious imagery and authenticity. Though the feeling of emptiness and grit was certainly achieved, it didn't convey much more. The concept was being lost.
After expressing my desire to incorporate more religious symbols, I was pointed in the direction of Utah based artist Jason Lanegan. Lanegan uses found objects to create modern day relics in a comment on American culture. I immediately fell in love with his work.