unite all originals
Group Creative Director / Sid Lee / Montreal
Adidas was building on the success of “represent all originals.”
They were continuing their evolution from being a mass appeal, heritage/retro brand to becoming a cutting edge, cultural leader.
We realized a simple truth. Originals collided with other originals. Whenever this happened, something new, unique and unexpected was created.
However, “collide” didn’t translate well globally, so “unite” became the theme of the campaign.
But the “adidas collider” functioned as the centrepiece of the digital platform designed to serve as a navigation system for users to discover original content across the web.
To launch the campaign, we created a hero film in collaboration with DJ/Producer A-Trak and Director / Visual Artist SoMe.
the collider
