'There comes a time...' - LS PRODUCTIONS impresses with Brutalist Artist’s Paradise in the spot featuring singer Sevdaliza in ADIDAS for the new London-based ZALANDO campaign
CREDITS / DETAILS / VIDEO EMBED LINK
Artistry and authenticity are celebrated in a series of films and stills produced by Tony Petersen Film for fashion retailer ZALANDO and trainer giant ADIDAS. Online fashion giant Zalando has launched, in partnership with adidas, an artist-focused campaign in film and print called ‘My SuperCourt, My Story’ to promote the newly released adidas SuperCourt collection.
This component of the full campaign was shot in London and stars Iranian-Dutch singer-songwriter Sevdaliza. The stills were shot by Brett Lloyd, and all film elements were directed by Sergi Castellà. Both were produced by Tony Petersen Film and serviced by LS PRODUCTIONS.
The film and photos are a hypnotic peek into the artistic process of Sevdaliza and is a celebration of personal style and creative expression. The LS team worked closely with Tony Petersen Film to create various conceptual sets. The team transformed old classrooms into piano studios and college atriums into Abbey Road-style recording hubs, as well as constructing a head-spinning mirrored room for Sevdaliza's solo scenes. Transforming the look and feel of the locations required the crew to work efficiently, while simultaneously ensuring the quality of production and the authenticity at the very core of the project.
“We know we can count on LS Productions. This is the second time we’ve partnered with them in the UK. The first time, we came for the security logistics provided on an airport car shoot, and this time, it was for the location knowledge to achieve the authenticity the director desired.” – Börge Heesemann, Executive Producer, Tony Petersen Film.
LS Productions has unrivaled access to in-demand locations, and close relationships with location owners, industry bodies and local councils. Location Manager, Amy Morement, provided two locations that worked for all five of the sets required on the film and photoshoot. The brutalist housing estate and a former central London university building sourced were used to show Sevdaliza seeking inspiration and crafting melodies across London, dancing between street locations, recording studios, a rooftop and a warehouse club.
LS Productions put to work their strong connection with London casting agencies and a far-reaching social media network, while searching for a dancer, a music producer, a studio technician, a cellist, and several partygoers to assist with the story narration for the spot.
“My team was focussed on making the shoot as easy as possible – and memorable in the best way possible. We supported the talent and visiting team, utilizing our knowledge and expertise to align the director’s creativity with the logistical support necessary to achieve the vision. The locations sourced by Amy and her team set a great tone for the rest of the shoot, and it was awesome to get Tony Petersen Film back to England on a project like this!” – Ellen De Faux, Senior Producer, LS Productions.
The campaign is now live on Zalando’s social and digital channels.
About – Sevdaliza, aka Sevda Alizadeh, was born on 1 September 1987 in Tehran, Iran. She moved to the Netherlands with her family at the age of five. At 16, she left home after receiving a basketball scholarship, eventually playing on the Dutch national basketball team. She graduated from university with a Master's Degree in Communications. Sevdaliza is fluent in Persian, Dutch, English, French, and Portuguese. GoSee : sevdaliza.com
CREDITS
Director Sergi Castellà
Client Adidas, Zalando
Production Tony Petersen Film
Celebrity Sevdaliza
Location London
Photographer Brett Lloyd
EXECUTIVE PRODUCER Börge Heesemann, Volker Steinmetz
SERVICE PRODUCTION LS PRODUCTIONS
SERVICE PRODUCER Ellen De Faux
About LS PRODUCTIONS
LS Productions is a global production house founded by Marie Owen in 2006 and led by BAFTA-winning Executive Producer and Managing Director, Sarah Drummond. We are creative collaborators and problem-solvers, whose production and location teams unlock the UK’s potential for photo and film projects from our production hubs in Edinburgh, Manchester and London, and a warm water location in Malta.
We provide global clients with world-class production and location knowledge, offering deep logistical understanding when producing in the UK and globally. Being one of the UK’s biggest, buzziest production companies means that from sport, commercials, music and fashion, to TV and Film we go beyond to bring productions to life. No challenge too tricky. No idea impossible. We go beyond expectation.
Locally and internationally, LS Productions' reputation is built upon a professionalism and sustainable production approach, which is strengthened by a ‘people-first’ attitude. The nationwide team provide UK-based and international clients with world-class production and location knowledge, offering an unrivalled depth of logistical understanding.
As global production partners, the company have a skilled Location Team with an unrivalled network of contacts, a Location Library of 9,000 locations, and creative solutions for every brief across England, Scotland, Wales, Northern Ireland, Malta and beyond. The company has celebrated international success with GRAMMY and MVPA nominations for its work on the Harry Styles music video, Adore You, as well as several international film projects, most notably Steven Soderbergh's feature film, Let Them All Talk, starring Meryl Streep.
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