Video adidas x Marina Abramovic “Work Relation 2014” Video
by Adriano Batista
Today, adidas presents its collaboration with performance artist Marina Abramović, unveiling an original, short video celebrating the brand’s partnership and support of the 2014 FIFA World Cup™ in Brazil. The three-minute film captures the first ever re-staging of Abramović’s iconic 1970s performance “Work Relation”—which focuses on commitment, teamwork and the strength found in togetherness—reimagined through the lens of the 2014 FIFA World Cup™. This marks adidas and Abramović’s first project together and demonstrates the many parallels that exist between the artist’s piece and the play of any team sport.
“Working as a team maximizes commitment, dedication, and ultimately, performance. Collective energy is a source of great strength,” offers performance artist Marina Abramović. “This is what I came to find through the trials performed in ‘Work Relation’ (1978, with Ulay). These same qualities are necessary to the foundation of my institute, MAI, and to any unit. I find the commonalities between performance and sport very intriguing and was excited to highlight them in this project.”
Credits:
Based on the original “Work Relation” by Marina Abramović and Ulay, 1978
Creative Director: Marco Brambilla
Director: Dustin Lynn
Director of Photography: John Schmidt
Editor: Akiko Iwakawa
Audio Mix: Elizabeth McClanahan
Location: Pioneer Works, Brooklyn, New York
Produced by Subject
In association with the Marina Abramović Institute + adidas
Performers:
Giuliano Argenziano
Victoria Velasco
Billy Zhao
Paula Garcia
Allison Brainard
Thomas Kelly
Hugo Huerta
Serge Le Borgne
Noah Blumenson-Coook
Rebecca Davis
Maria Herranz
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