Director's Works
Adidas x Snipes, Spoken Words of the 313 Caleb Joye
Caleb Joye has directed commercials for brands like Adidas, Shinola, Oakley, and Polestar. His work lives between velocity and stillness — where raw, kinetic energy meets cinematic storytelling. Drawing from both documentary honesty and stylized visual craft, his films explore the tension between instinct and precision. Shaped by his Detroit roots, Caleb’s work carries a deep connection to place, rhythm, and human presence.
Shot on 16mm film in Detroit, this spot celebrates 313 Day through rhythm, movement, and voice. Framed as a spoken word performance rather than traditional VO, the film blends tactile street level imagery with elevated, graphic compositions to reflect the city’s creative pulse. The analog texture and restrained pacing ground the piece in place and culture, positioning the shoe not as a product moment but as a natural extension of Detroit’s identity.
