adidas Originals Launches Original Campaign and Film: ‘Original is never finished’
"Everything we do for adidas Originals is a work in progress, as true creativity is never finished", says Alegra O'Hare, VP of Global Communications adidas Originals & Core. "We are constantly challenging ourselves and breaking down the boundaries that limit imagination; we hope to inspire all creators to do the same. We first raised this idea in 2015 through our
Conceptualized under the creative direction of Johannes Leonardo, adidas Originals' global creative agency of record, the 'Original is never finished' film explores this idea that if you push something far enough, it becomes original again. This philosophy carries through to the design language of the brand, which through collective memory continues to reinvent their past to create meaning for a new generation. The campaign signals the launch EQT footwear, a celebrated icon from the 1990's, redefined for a new generation.
'Original is never finished' delivers a visual representation bringing to life the idea, that recreating in your own way will always be entirely original. In the scene "The Birth of Venus", artist/photographer Petra Collins reinvents a symbolic icon of beauty. Collins' subversive, striking visual sequence creates a new relevancy for Botticelli's infamous work of art. In another scene, rapper and songwriter Snoop Dogg recreates his very own "Doggystyle" album cover with a trippy chase scene, while also making a statement on gender equality in hip hop culture by swapping the roles of his iconic protagonists. From skate legend Gonz alongside French professional skater Lucas Puig in "Lucas & The Gonz", who both take to the streets in their own way, to the passing of the torch from one legendary basketball icon, Kareem Abdul-Jabbar, to one of the future, Brandon Ingram in "Raining Basketballs" or Dev Hynes' nod to reflections of the past in his choreographed sequence in "Mirrors", and the brand's very own iconic product, NMDs, repurposed into masks by Anonymous to create new meaning as seen in "Sneakerheads", the underlying theme remains the same -- Original is never finished.
The Original campaign launches globally on January 18, 2017.
Film credits, cast, scenes:
- Song: Remix of "My Way" by Frank Sinatra by recreated by Human
- Snoop Dogg in "Doggystyle"
- Stormzy in "Trap Syrup"
- Mabel in "Tunnel"
- Kareem Abdul-Jabbar & Brandon Ingram in "Raining Basketballs"
- Dej Loaf in "Inflated"
- Dev Hynes in "Mirrors"
- Gonz and Lucas Puig in "Lucas & The Gonz"
- Petra Collins in "The Birth of Venus", "Sneakerheads" , "Essential Squad"
RaEsa Benjamin WardleSports Style PRUnited StatesRaEsa.Benjamin-Wardle@adidas.com212 352 6134503 348 7367