Initial Execution Concepts and Guidelines. Developed or Executed by Outside Agencies

As part of adidas Originals future campaign and highly coveted launch of the NMD, the brand looked to leverage the sneaker’s new innovative technologies, with Originals iconic heritage, reclaiming the past for today’s modern explorers. To launch this new stage in the future campaign narrative, we chose unique and inspiring locations forgotten with time but engrained in the soul of our key cities, which coincide with Adidas’ five-year growth plan to expand the brand’s visibility in certain markets. 

Offering city exclusive product releases, multiple locations to explore, large scale light installations, seamless adaptive projections, with immersed sound experiences and performances resurrect these historic venues for one night. Final installations and experiences were developed and executed by outside agencies and vendors specific to each region.

Art Directors: Michael Riso, Elena Miska.  Creative Director: Ferdinando Verderi, Mathew Edwards, Wes Phelan.
New York: Johannes Leonardo.  London, Paris, Berlin: Act Normal, Your Majesty, Naivi, LedLease