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Adidas x Humanrace – NMD S1 MAHBS

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Pharrell Williams is no stranger to rhythm, so it's pleasing to see that this promo for his Humanrace collab with adidas is a beat-driven montage of athletic preparation.

Directed by Duncan Loudon through Somesuch and developed by Jonny Lu Studios, NMD S1 MAHBS sees a collection of trainer-sporting youngsters drum up anticipation for an upcoming endeavour, presented in splitscreen.

Key to the film's success is the frenetic, heartbeat edit job from Trim's Ben Elkaim, the shots mirroring the building soundscape to create something pulsatingly memorable.

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