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Posts Tagged ‘Simon Schmitt’

A-Trak Steps In to Provide Soundtrack for Latest Sid Lee/Adidas Work

Nothing like a little beat-dropping to wind down the day. So, let’s let Montreal native and renowned producer/mixmaster DJ A-Trak (just watch this from 16 years ago) do his thing for a minute in a new Sid Lee spot for adidas Originals, which is part of a larger global campaign for the brand called “Unite All Originals.”

While the days of Daft Punk, Snoop and David Beckham joining forces in the name of geekdom may have long since gone, the party continues in Sid Lee’s world with the aid of A-Trak, retro visuals by French artist SoMe (who also directs the clip) and a horde of hip youths. And, thanks to the clever editing and digital production work from partners such as B-Reel Stockholm, the interplay between music and visuals provides for a fairly hypnotic experience. Hey, we’ll take this over the usual late afternoon stupor any day. Credits after the jump.

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Nike+, Music Run UK Pop Star

From agency AKQA and prodco The Cartel comes a new spot for Nike+, starring young UK pop sensation Ellie Goulding and a remix of her debut single, “Under the Sheets.” Maybe I’m just a little old-fashioned with my exercise regimen, but are people actually jogging to dubstep remixes these days?

The spot follows Goulding during an international tour that makes stops in London, New York and Los Angeles, tracking her route using Nike+ and iPod technology. Similar to LCD Soundsystem’s 2006 opus for Nike and iTunes, “45:33,” Goulding is releasing a 30-minute mixtape called “Run into the Light,” now available exclusively on iTunes. As we’re told in the announce, the mixtape “works seamlessly as a 30-minute running aid, with peaks and troughs that sync perfectly into the rhythm of a run to help inspire the listener to run better than ever before.”

This spot also seemed somewhat familiar to us, at least in concept,  as it looks like an in-house project from Nike Sportswear we saw last Novemember that documented the workout of Brooklyn resident and Ra Ra Riot cellist, Alexandra Lawn. Maybe it’s just the use of an attractive young female musician jogging around an urban environment, but we can imagine Nike+ seeing the Sportswear spot and telling AKQA, “Do something like that,” to which AKQA responded, “We’ll do better.” Credits after the jump.

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