Dua Lipa and A$AP Ferg prove creativity is an ongoing process in latest from Adidas Originals

Modern cultural icons Dua Lipa, Miles Silvas, Playboi Carti, Lu Han, A$AP Ferg, Nick Young, Kaytranada, Florencia Galarza, Marcelo Vieira and Adrianne Ho demonstrate how creativity is a continuous process in the latest spot from Adidas Originals' 'Original is Never Finished' campaign.

The spot begins with Dua Lipa leading others in a continuation where each individual picks up from where the last left off. It aims to build upon the past and create a revolution through evolution, thus emphasizing that creativity is never finished.

The metaphoric loop aims to showcase that out of repetition comes variation, out of variation comes iteration,and out of iteration comes creation.

The background music is a remixed iteration of Inaya Day’s track, Keep Pushin'.

Alegra O’Hare, vice president of global communications at Adidas Originals, said: "With the 2018 chapter of Original Is Never Finished, we were inspired first and foremost by the theme of complacency, which is by far the very thing that blocks creativity.

"We wanted to give a whole new meaning to the idea of being never finished. We were fascinated by our own repeated behaviors, and once we disrupted the routine it gave us the freedom to explore the unexpected. The idea of doing things over and over again, is reflected in the repetition of images throughout the film and this Adidas Originals 'wheel of life' releases the creativity and energy of a new generation of creators."

Ferdinando Verderi, creative director at Johannes Leonardo, Adidas Originals' global agency of record, added: "Too often we forget that every idea exists in the context of what came before and what will come after. We felt it was important for Originals to inspire the next generation with a statement on the cyclical nature of creativity. ‘Keep pushing on, things are going to get better’ is a mantra that every creator believes in: constantly iterating, never complacent, always evolving."

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