BMW Films started the trend in 2001 by commissioning directors to make short films feature their product. Adidas puts their own spin to this concept by commissioning shorts from hip young directors, with only one parameter: Tell the story of a color.

However, instead of throwing up a website that consolidated all the shorts, Adidas created a video podcast that you could subscribe to get updates as these were released serially. The first, "White", ( http://www.r255g255b255.net/) started the
series in late March, and the last, "Black", (http://www.r000g000b000.net/)
ended it in early May. Each url was the RGB value for the color.

The short films themselves run the gamut from surreal sci-fi visions of the future like "Yellow" (http://www.r254g245b006.net/) and "Green" (http://www.r006g146b071.net/) to the animated history of the color red (http://www.r213g037b053.net/).  My personal favorite is the epileptic-inducing photo-movie "Blue" (http://www.r023g075b158.net/) from motion graphics house Psyop (http://www.psyop.tv).

The directors also come from varied backgrounds from feature film directors (Roman Coppola
(http://www.romancoppolastudio.com/) to photographers Charlie White (http://en.wikipedia.org/wiki/Charlie_White) to TV commercial directors
HAPPY (http://www.smugglersite.com/04/directors/happy_frame.html).

Oh and another interesting thing about this campaign: Not once is Adidas mentioned on the sites or in the shorts. Of course if you’re an Adidas freak, you’d know that these refer to the color-it-yourself Adicolor shoes from the 1980s, but otherwise you’re left to do your own investigation as to what Adicolor is http://www.adidas.com/us/adicolor/.

http://www.r255g255b255.net/
http://www.r213g037b053.net/
http://www.r023g075b158.net/
http://www.r254g245b006.net/
http://www.r006g146b071.net/
http://www.r243g197b208.net/
http://www.r000g000b000.net/

Roger Wong