Best of 2016 No. 7 TV/Film/Branded Content --Adidas Strikes Out Against Our Dystopian Future in Powerful Spot for Originals

Campaign From Johannes Leonardo Features Young Artists and Influencers

Published On
Jan 25, 2016

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At #7 in TV/Film/Branded Content is Adidas Originals' powerful spot from Johannes Leonardo, portraying a dystopian future. One of several campaigns that contributed to Adidas' inclusion on AdAge's Marketer A-List this year, the spot aired frequently during the U.S. presidential election, with its line "Your future is not mine" taking on a particular resonance.

Original story:

Adidas Originals' latest camapign has kicked off with an inspiring, beautifully-shot ad 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: Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.

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.

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

Credits

Date
Jan 25, 2016
Brand:
Adidas Originals
Client:
Adidas Originals
Agency:
Johannes Leonardo
Production Company:
RSA Films
Director:
Terence Neale
Executive Producer:
Tracie Norfleet
Producer:
Betsy Blakemore
Director, Photography:
Sebastian Wintero
Budapest Production Company:
Pioneer Films
Executive Producer:
Melinda Szepesi
Cape Town Production Company:
Egg Films
Executive Producer:
Rozanne Rocha-Gray
Producer:
Dagny Warmerdam
Editorial:
Exile
Editor:
Shane Reid
Editor:
Nate Gross
Executive Producer:
Carol Lynne Weaver
Senior Producer:
Melanie Gagliano
Producer:
Viet-An Nguyen
Assistant Editor:
Mari Celeste Garrahan
Visual Effects:
MPC
Visual Effects Supervisor:
Rob Walker
Head of 3D Animation:
Vicky Osborn
CG Director:
Rob Petrie
Managing Director:
Justin Brukman
Executive Producer:
Camila De Biaggi
Producer:
Sophie Gibson
Color Correction:
Company 3
Colorist:
Tom Poole
Colorist:
Clare Movshon
Motion Graphics:
Elastic
Executive Producer:
Jennifer Sofio Hall
Producer:
Catherine Yi
Music:
Squeak E. Clean
Executive Producer:
Carol Linda Dunn
Producer:
Chris Shaw
Sound Design:
Q Department
Sound Mix:
Sonic Union
Sound Engineer:
Steve Rosen
Executive Producer:
Justine Cortale
Producer:
Pat Sullivan
General Manager:
Arthur Hoeld
Global Senior Director, Brand Communications:
Alegra O'Hare
Global Director, Communications:
Jenny Pham
Digital Marketing Director:
Mac Russell
Senior Manager of Communications:
Edi Borrelli
Global Communications Manager:
Ludovic Schuler
Vice President, Global Design:
Nic Galway
Manager Shoot and Production:
Justin Townsend
Chief Creative Officer:
Jan Jacobs
Chief Creative Officer:
Leo Premutico
Creative Director:
Ferdinando Verderi
Creative Director:
Wesley Phelan
Creative Director:
Matthew Edwards
Chief Strategic Officer:
Andrew Dawson
Account Director:
Sam McCallum
Account Director:
Dom Dalton
Account Supervisor:
Gulru Soylu
Head of Production:
Cedric Gairard
Executive Producer:
Justin Lane
Producer:
Tina Diep
Senior Designer:
Elena Miska
Designer:
Michael Riso
Jules Daly:
Associate Producer
Executive Producer:
Jules Daly

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