adidas is promoting the 7.9 ounce adizero 5-star mid football cleats in “Do What Light Does”, a television commercial starring American football quarterback Robert Griffin III. Griffin is portrayed everywhere, as the bus driver, policeman directing traffic, trainer, medic, security officer and Redskins star.
Click on the image below to play the adidas Do What Light Does video in YouTube (HD)
The Light campaign was developed at 180 LA, Los Angeles by executive creative director William Gelner, creative directors Gavin Milner and Grant Holland, executive producer/managing partner Peter Cline, copywriter Zac Ryder and art director Adam Groves, adidas director of brand marketing Britt Jorgensen, director brand communications and digital marketing Chris Murphy, senior brand and marketing manager Jeremy Darlow.
Filming was shot by director Sam Brown via The Directors Bureau with director of photography Alwin Kuchler, executive producer Melissa Culligan, line producer Jason Manz, production designer Pete Zumba, stylist Jackie Roach.
Editor was Rick Lawley at Whitehouse Post with executive producer Joni Williamson, assistant editor James Dierx.
Visual effects and telecine were produced at The Mill, Los Angeles, by colorist Adam Scott, VFX supervisor/Flame artist Tim Burke, executive producer Sue Troyan, head of production Ben Hampshire, producer Sabrina Elizondo.