Independent Media Director Doug Liman Celebrates Female Athletes in Rousing, ‘Change’-Driven Spot for Adidas

Award-winning production company Independent Media and renowned Hollywood filmmaker Doug Liman (The Bourne Identity, Mr. & Mrs. Smith) have teamed up with agency TBWA/Chiat/Day NY to craft a stirring, timely web campaign for Adidas that not only spotlights a variety of top-level female athletes, but also addresses how seriously underrepresented they are in the media.

Airing during this year’s US Open, Adidas’s ‘Here to Create Change’ campaign features thrilling moments of women showcasing their talents across the sports spectrum from boxing and weightlifting to swimming, track & field and aptly enough, tennis.

Liman brought his well-known hands-on approach to the project, as he jumped in, rolled up his sleeves, selflessly supported and collaborated with cast and crew, ultimately creating something that was honest and speaks to a rather problematic issue.

The end result is a fast-paced, powerful, eye-opening spot that was shot over two intense days in several hallowed locations in NYC including Madison Square Garden and the Forest Hills Lawn Tennis Center – which fittingly enough, is the site of the original US Open tournament.



Agency: TBWA/Chiat/Day New York
Chief Creative Officer: Chris Beresford-Hill
Executive Creative Director: Julia Neumann
Executive Creative Director: Amy Ferguson
Executive Creative Director: Al Merry
Associate Creative Director: Ricardo Franco
Associate Creative Director: Angelo Maia
Associate Copywriter: Hana Ovcina
Associate Art Director: Lukas Bruhn
Senior Designer: Eric Kopicki

Head of Production: John Doris
Executive Film Producer: Zamile Vilakazi
Senior Integrated Producer: Jessica Fiore
Senior Interactive Producer: Alex Campbell
Associate Producer: Sean Riojas
Senior Cinematographer/Editor: John Lynn

Production Company: Independent Media
Director: Doug Liman
Executive Producer: Susanne Preissler
Executive Producer: Liam Ahern
Line Producer: Gus Kousoulas
DP: Pep Avila Del Pino

About Independent Media

For more than fifteen years, Independent Media has brought together the very best of advertising and entertainment and produced award-winning campaigns of unusual impact, sophistication and style.

They manage the careers of exceptional directors, who are the winners of Academy Awards, BAFTA’s, Golden Globes and Emmys and have earned more than $6 billion at the box office. More importantly, they are passionate storytellers who understand the importance of nurturing great ideas while bringing a wealth of experience, ‘out-of-the-box’ thinking and talent to bear. Together with their advertising partners, Independent Media directors have helmed initiatives around the world and across the media spectrum. The productions – ranging from brand integrated content to feature-length films – have competed at Sundance and Toronto International Film Festival and enjoyed numerous awards at Cannes, AICP, D&AD and the Primetime Emmy Awards, among others.