Our film “Sorry” was originally concepted to launch Adidas’ new boots that offered unfair speed, which saw players apologise for not giving opponents a fighting chance, concluding with “Sorry… it’s not you, it’s these”. But the boots faced some legal issues – turns out they were actually unfair! – so last minute we had to use the same concept to launch other boots. But players sarcastically apologising for destroying their opponents reputations still went down quite well.