Adidas film encourages viewers to ‘create their own’ future

Adidas Originals has rolled out an edgy global spot that encourages viewers to challenge the status quo and stray away from the norm.

Created by New York-based agency Johannes Leonardo, the video continues the brand’s ‘challenger’ theme and builds off of its ‘Superstar’ campaign that launched last year, which featured Pharrell Williams and encouraged viewers to re-think what fame means.

The short film (above) features a number of diverse artists and ‘cultural influencers’ including Cleveland Cavaliers player Iman Shumpert and model Aleali May. In the film, these creators walk right past many of the things that define our society’s selfish ways – think selfie sticks, disregard for the environment – as if to say they’re taking a stand to move past this way of living and create a future of their own.

Terence Neale directed the film, which is set to an original song by artist Daisy Hamel-Buffa.

The campaign will also include film, digital, social, retail, print and outdoor elements.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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