Director's Works
Adidas x Farm Rio, 10 years of collaboration Gabriel Novis
GABRIEL NOVIS is an LA-based Brazilian director whose filmmaking approach reflects a lifetime of travel and cross-cultural experiences around the globe. Novis uses rich, cinematic imagery to create nuanced portraits of people and places.
The main objective of the Adidas x FARM Rio campaign video was to celebrate a decade-long partnership between the two brands by bringing Brazil’s vibrant culture to life through a visually stunning narrative. Directed by Gabriel Novis, the film captures the essence of the collection with a surreal beach scene, where real athletes and models dressed in tropical prints are elevated on a sand platform tethered to a hot air balloon. They play “altinha,” a popular Brazilian beach game, symbolizing the spirit of collaboration that has defined the partnership. The campaign’s unique cinematography and commitment to authenticity—achieved without AI and featuring expert skydivers to handle the hot air balloon—deliver an immersive, high-energy visual experience, perfectly aligning with the Adidas and FARM Rio brands.