Adidas Strikes Out Against Our Dystopian Future in Powerful Spot for Originals

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

Adidas Originals’ latest campaign has kicked off with an inspiring, beautifully-shot ad. The advertisement communicates to audiences about creating your own future and not just accepting the one you’re given.

The campaign by Johannes Leonardo, directed by RSA’s Terence Neale, features a “squad” of eight up-and-coming artists and cultural influencers from around the world. Among those involved were Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

The film shows them confidently marching forward through a dystopian-looking landscape of burnt-out urban wasteland and cut-down forests, to the score of an original track by Daisy Hamel-Buffa with the chorus “Your future is not mine.”

On the way, they pass some depressing and disturbing scenarios. People making love with VR viewers on, crowds of people on motorized scooters, a trainful of commuters on smartphones. But they keep on going, in a kind of anthem to individuality and defiance.

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

The campaign, for Adidas Originals’ Spring/Summer 2016 collection, also includes print, outdoor and in-store executions of the eight influencers. All images are shot by art and fashion photographers Pieter Hugo, Oliver Hadlee Pearch and Tyrone Lebon.

Adidas Originals | Against Dystopian Future in Powerful Spot for Originals
Adidas Originals | Against Dystopian Future in Powerful Spot for Originals

Credits:

Agency: Johannes Leonardo
CCO: Jan Jacobs
Client: Adidas Originals
CCO: Leo Premutico
CD: Ferdinando Verderi, Wesley Phelan & Matthew Edwards
Chief Strategic Officer: Andrew Dawson
Account Director: Sam McCallum & Dom Dalton
Account Supervisor: Gulru Soylu
Head of Production: Cedric Gairard
Executive Producer Film: Justin Lane
Producer Film: Tina Diep
Senior Designer: Elena Miska
Designer: Michael Riso
Production Company: RSA Films
Director: Terence Neale
EP: Tracie Norfleet
Producer: Betsy Blakemore
DOP: Sebastian Wintero
Production Company Budapest: Pioneer Films
EP: Melinda Szepesi
Production Company Cape Town: Egg Films
EP: Rozanne Rocha-Gray

For More Information, visit Adidas Website.

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