Producer Imad Elsheikh Celebrates Team Canada at the World Cup with Adidas
As a leader in the Canadian entertainment industry, Producer Imad Elsheikh is living a dream he has had since childhood. With his own production studio PIQUE Toronto, he services internationally recognized brands like Nobis and Red Bull, and music videos, including “Ali” by Juno award-winning artist Mustafa, which won Elsheikh the 2022 Prism Prize for Top Canadian Music Video. Despite this level of success, he never slows down, with the end of one project further motivating him for the next.
One of the longest running relationships for Elsheikh is with the iconic sporting wear brand Adidas. He has produced many of their Canadian campaigns in the last several years, including their Adidas x Carnival campaign, as well as Adidas FORUM, Adidas x Kyle Lowry, Adidas x Stan Smith, Adidas x Ashley Lawrence, and Adidas Mental Health in Sport. Most recently, he has taken on their upcoming Adidas x Team Canada x World Cup campaign. Elsheikh was excited to work on the campaign, as a proud Canadian and soccer fan, celebrating Canada qualifying for the World Cup in Qatar for the first time in 36 years.
“The concept of this project was to play these ‘celebration’ videos whenever Team Canada scored at the World Cup. We had the opportunity to create several short videos of different soccer players celebrating their goals and victories, and created a main piece that was treated as the hero film. This was also important as this campaign was developed to commemorate Team Canada’s achievements of qualifying for the World Cup but also inspiring the next generation of soccer players in Canada in a sport that is primarily dominated by places such as Africa, South America, and Europe,” said Elsheikh. “This was also an important opportunity for Canadians to feel proud of their country. Even if you’re not a soccer fan, this project aims to show that you can also achieve your goals and succeed if you are from Canada.”
Right from the beginning, working on the project was a thrill for Elsheikh. Getting to work alongside Canada’s best soccer players and seeing them in action was a highlight for the Toronto resident. He was able to work with the players in a variety of ways: capturing them dribbling and playing with the ball individually, playing as a team defensively and offensively including penalty kicks, passing, and scoring, as well as celebrating as one team. They filmed in a popular and recognized soccer pitch in the Toronto area, filming some key shots at night and added a thick fog to create a surreal world for the players.
“I enjoyed working with the players and showcasing some of the newest Adidas wardrobe, especially for soccer which really goes back to the brand’s roots and what I feel is the most recognized sport for Adidas. I also feel soccer is the biggest sport on the world stage so it’s fun to work on something that will get global recognition, especially if Team Canada plays well,” said Elsheikh.
The campaign will premiere the day of Canada’s first football match in Qatar, which is slated for November 23rd, 2022, against Belgium. For Elsheikh, the film has already been a success as it articulates the mood, energy, enthusiasm, and motivation that Team Canada has in anticipation for the World Cup.
“The great thing is this project will do even better based on how well Team Canada plays. If they score more, the video will get more plays and recognition throughout the tournament,” he added.
Be sure to check out the Adidas x Team Canada x World Cup campaign to feel inspired and ready for the World Cup 2022.
