Written by Kianna Best on Jun 6, 2025. Posted in General Interest

Advertorial: VIP Films leads on Adidas desert runner shoot

Introducing the remarkable Adidas Desert Runner campaign- an extraordinary fusion of art innovation, and desert adventure. To launch the exclusive Middle East-only Adidas Desert Runner show, the VIP Films team embarked on a daring project that pushed creative and logistical boundaries.

Our journey began with collaborating alongside renowned artist David Popa, known for ephemeral artworks crafted in nature using charcoal, chalk and earth pigments. The challenge? Recreating the iconic shoe as a massive 100-square-meter art installation on a pristine dune in the UAE’s Liwa Desert. Over a month, we meticulously scouted for the perfect dune-soft, rock free, and matching the shoe’s earthy tone- setting the stage for this ambitious project.

Securing the right materials was another hurdle. We sourced natural pigments and eco-friendly materials in large quantities, ensuring durability in the harsh desert environment. Protecting the installation from dune bashers and drifting sand required relentless effort: a dedicated team worked around the clock, camping on-site with ropes and barriers to safeguard this masterpiece.

The desert’s extreme heat and shifting sands posed significant challenges, but our team’s resilience prevailed. We documented every stage of the process- day by day- capturing the raw authentic journey from conception to completion.

The culmination was a breathtaking reveal: visitors from across the UAE gathered atop a dune in Liwa to witness the unveiling of the shoe in its desert home. This project not only highlighted Adidas’ innovation but also showcased the power of art in nature’s rawest form.

The entire process was transformed into a compelling documentary, which received worldwide attention and earned acclaim from Adidas’ global headquarters. A true testament to creativity, perseverance, and the spirit of the desert.