This commercial was aired globally so it needed to connect with many different nationalities and cultures with one shared passion: football.

It is driven by a rapid-cut, high-energy, dub-step track. This unrelenting track was the base of the edit that expressed the character and properties of a new adidas boot: adidas Nitrocharge - the boot that returns your energy; especially designed for 'The Engine' of the team.

In the TVC the aim was to express the 'winning never quits' mentality of The Engine whilst showing the high octane energy that this player puts into his play in order to 'Nitrocharge' his game.

There is no narrative thread or storyline; the tale of this boot and player is told by pulsating and rapid imagery of the boot and hero players who continue to run, tackle, header, block, track-back, sprint, header, run... from start to finish and never give up. Mashed with a variety of high-octane energy metaphors.

The energy glitch technique is the perfect way to merge these images together. This raw, rough, brazen cut-through of content takes us quickly from one image to the next in a way that feels completely in keeping with our raw, energy boot and player.

The Engine of the team is the most relentless player type. For The Engine, winning never quits.

In terms of sound we tried to create one lead theme that would encourage the obtrusive and lurking spirit that builds and rises towards the end of the picture. Beats and colours of sound needed to be rough and raw, have a certain uncompromising brutality to them but also have the ability to change throughout the whole edit.

We started playing around with breath and gasping sounds as well as creating a machinery vibe at the beginning of the track. The whole creation of music and picture worked together very closely throughout the whole process like musical sections being developed for each player, VFX and edits. The process for the TVC was one side - the other was producing a full track for adidas fans all over the world to enjoy on adidas Soundcloud. For the 2:44 min. edit we played around with different aspects like crazy melodies that didn’t have so much space in the TVC.