For Adidas and the Croatian Football Federation, Pablo Dunkerly set out to approach the new kit reveal differently, creating a sensory film rather than a conventional sports commercial.

The idea began with a series of limitations. An 18th-century theatre in Rijeka offered little room to work with, and its restrictions called for a different approach to lighting and composition. Instead of working around these constraints, the team embraced them, allowing the space itself to shape the visual language of the film.

From there, the world began to open up. The controlled geometry of the sets meets wind, water, rain and reflections, bringing something more organic and human into the frame. Harsh light, textured surfaces and layered compositions give the images a raw, tactile quality, balancing precise visual control with moments that feel instinctive and unpredictable.

The result is a world that feels both theatrical and alive, a fresh take on the kit reveal, built through experimentation rather than convention. As Pablo puts it, the process is about unlearning what you know and building from there again.

Adidas, Ignite The Fire

A new kit, a new language. A sensory take on Croatian football.

Directed by Pablo Dunkerly @dunkerlyyyyyyyyyy

DOP: Borja Llorens @borjallor

Produced by @anorak_film

Client: Adidas
Agency: Jung von Matt SPORTS

ECD: Alexander Michaelsen
Senior Creative: Joseph Roberts
Senior Creative: Douglas Redfern
Art Director: Adrien Ngouah-Ngally
Head of Production: Johannes Haverkamp
Client Service Director: Eva Backes
Account Manager: Alejandra Gomez Montoya
Account Manager: Josephine Nebelung
Senior Producer: Daniel Skupien

Executive Producer: Toni Jaschke @tonijaschke
Producers: Helena Florenz, Elias Mittelstädt
Production Coordinators: Charly Siegrist, Tamara Gröning
Production Designer: Prop Centar MD
Costume Designer: Ana Nikačević
Stills: Roman & Jelka: @roman_goebel & @jelkavonlangen

Service Production: Blue Sky Adriatic, Croatia
Casting Croatia: Serena-Pro d.o.o.

Editor: Sander Houtkruijer @houtkruijer
VFX: Pavel Prokopchik @p.prokopchik
Grading House: @electrictheatrecollective
Color Grading Artist: Connor Coolbear @cjcoolbear
Music, Sound Design & Mix: STAUB AUDIO @staubaudio.gmbh