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
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
Need a credit fix? Contact the Creativity Editors
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