Film director Ian Pons Jewell, who graduated from BA (Hons) Film Production at UCA Farnham in 2007, was tasked with producing daily webspots for Adidas’ shoe customisation project during London 2012.

Ian’s team, which included 2008 graduate Doug Walshe as Director of Photography, filmed Adidas’ trainer designers as they created customised red shoes for the Olympic moments of the day – a series which included Jessica Ennis, Yohan Blake and David Rudisha.

Ian, who is 27 and from Stockwell, said: “The whole experience was intense at times but a lot of fun. It was great to be part of such a major event but I didn’t get to see much of the action due to being rather busy behind the scenes.

“I did get to meet many of the athletes though, as the likes of Jess Ennis, David Rudisha and Zinedine Zidane were all rolling around the Adidas lounge for filming.”

The Adidas “all 2012” campaign was a gruelling project which required a new, slickly produced video each day for 16 days. It meant at least one crew-member was working on the project 24 hours a day.

Ian said: “I couldn’t have pulled this project off without the help of my ridiculously talented crew, Studio Murmur, which includes fellow UCA graduate Doug Walshe. We work together so often now which means our communication and understanding has become more and more streamlined and we can get more work done in a shorter space of time.

“We also had an absurdly talented editor, Gaia Borretti, who completely smashed the ball out the court each night, despite having to edit on her own overnight from 8pm to 9am in a Portakabin in the Westfield car park. Every member of the crew did amazingly well.”

After graduating from UCA, Ian went on to make music videos for the likes of DJ Shadow and Tinie Tempah - the latter earned him Best Urban video on a budget at the 2011 Music Video Awards and a nomination in the Best New Director category.

His short films have been screened at national and international festivals and a debut feature film is currently in pre-production.

Ian said: “I’m even more excited about developing my feature film now. Working with the Studio Murmur crew for 16 days with Adidas proves we could definitely handle a feature film, in terms of stamina and sanity at the very least.”

You can view the full Adidas ‘all 2012’ campaign at www.youtube.com/adidas.