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

Campaign From Johannes Leonardo Features Young Artists and Influencers

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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.

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About

Credits
Date
Jan 25, 2016
Agency:
Johannes Leonardo
CCO:
Jan Jacobs
Client:
Adidas Originals
CCO:
Leo Premutico
CD:
Ferdinando Verderi
CD:
Wesley Phelan
CD:
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 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
Producer:
Dagny Warmerdam
Editorial:
Exile
Editor:
Shane Reid
Editor:
Nate Gross
EP:
Carol Lynne Weaver
Senior Producer:
Melanie Gagliano
Producer:
Viet-An Nguyen
Assistant Editor:
Mari Celeste Garrahan
Visual Effects:
MPC
VFX Supervisor:
Rob Walker
Head of 3D:
Vicky Osborn
CG Creative Director:
Rob Petrie
Managing Director:
Justin Brukman
EP:
Camila De Biaggi
Producer:
Sophie Gibson
Color Correction:
Company 3
Colorist:
Tom Poole
Colorist:
Clare Movshon
Motion Graphics:
Elastic
EP:
Jennifer Sofio Hall
Producer:
Catherine Yi
Music:
Squeak E. Clean
EP:
Carol Linda Dunn
Producer:
Chris Shaw
Sound Design:
Q Department
Sound Mix:
Sonic Union
Sound Engineer:
Steve Rosen
EP:
Justine Cortale
Producer:
Pat Sullivan
General Manager:
Arthur Hoeld
Global Senior Director Brand Communications:
Alegra O'Hare
Global Director of Communications:
Jenny Pham
Director Digital Marketing:
Mac Russell
Senior Manager Communications:
Edi Borrelli
Global Communications Manager:
Ludovic Schuler
VP of Global Design:
Nic Galway
Manager Shoot & Production:
Justin Townsend

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