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Adidas Originals Films Embody Detroit’s Creative Renaissance

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The minimalist campaign was directed by IDENTITY’s Philip Andelman via Johannes Leonardo

Adidas Originals Films Embody Detroit’s Creative Renaissance
Adidas Originals and Johannes Leonardo recently tapped IDENTITY’s Philip Andelman to direct a contemporary campaign that captures the minimalist philosophy of Adidas Originals’ EQT line. The five-spot campaign expresses the creative spirit of Detroit, a forward-look city in the midst of an innovative rebirth, by featuring local artists and musicians. The campaign premiered on Instagram and is available to watch online here

“The whole theory of the EQT brand is that it’s rooted in stripped down, sparse essentialism,” said Director Andelman, “The first EQT line was born in Berlin in the early 90s, and when it was relaunched last year, Adidas Originals picked Detroit as EQT’s new home base. They’re like sister cities, raw and real, undergoing a rebirth and fostering thriving artistic communities. It’s always been a dream of mine to shoot in Detroit, and I really connected with the philosophy behind the EQT brand.”

Filmed on location, the campaign includes four 15-second spots that are mini portraits of local Detroit talent, including rapper Danny Brown, musician and creative Angel Haze, artist Tiff Massey and musician and producer Jay Daniel. The campaign embraces the undying spirit of Detroit, a city infused with soul, rising up from the ashes, as seen through the eyes of the featured artists. A longer 60-second spot culminates the creative philosophies of all four artists, shot in stripped-down locations throughout the city.

“The locations were breathtaking, haunting and beautiful. It’s easy to show ruins in Detroit, but we wanted to show a city ready to blossom and on the verge of a revival,” noted Andelman, “I worked closely with the DP, my friend Max Goldman, to select stark, empty locations that didn’t feel like ruins, and instead expressed a sense of hope that there’s a birth taking place in the city.”

The sparse locations are paired with a soft, echoed soundtrack, creating an empty canvas for an artistic renaissance in the city fueled by innovative growth and transformation.
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Advertiser: Adidas Originals

Clients: Jenny Pham, Silvia Calligher, Edi Borelli

General Manager: Torben Schumacher

Global Vice President: Alegra O’Hare (Brand Communications)

Producer: John van Tuyll

Production Manager: Justin Townsend, Christian Wirth

Post Production / VFX

Colourist: Tom Poole (Brand), Kath Raisch (Social)

Grade: Company 3

Colour Producer: Alexandra Lubrano

Print / OOH

Print Producer: Adam Gong

Creative Agency

Account Supervisor: Gulru Soylu

Assistant Account Executive: Sara Sharpe

Chief Creative Officer: Jan Jacobs, Leo Premutico, Harry Bee (The 88)

Creative Agency: Johannes Leonardo, The 88

Executive Producer: Maria Perez

Group Account Directors: Sam McCallum

Head of Integrated Production: Dana May

Head of Strategy: Mark Aronson

Producer: Doug Moffitt

Senior Art Director: Hunter Hampton

Senior Business Affairs Manager: Ann Marie Turbitt

Senior Copywriter: Jeph Burton

Social Creative: Hedwig Alghren (Senior), Will Nichols (The 88)

Strategist: Miné Cakmak

Head of Production: Adam Copeland (The 88)

Digital Agency

Senior Account Manager: Tyler Murphy

Production Company

Director: Philip Andelman

DOP: Max Goldman

Executive Producers: Joe Masi, Alana Hearn

Producer: Josh Goldstien

Production Company: IDENTITY


Audio Post Production: Duotone (Social Films)

Executive Producer: Molly Burke (Mr Bronx), Greg Tiefenbrun (Duotone)

Sound Engineer: Eric Hoffman, Juan Aboites (Social Films)

Sound Mix: Mr Bronx


Edit Company: Union Editorial (Brand Films), Loroto (Social)

Editor: Marco Perez (Brand Films), John Wilson (Social)

Executive Producer: Caryn Maclean

Producer: Lauren Hafner Addison (Brand), Nick Curran (Social)

Genres: Documentary, People, Fashion & Beauty

Johannes Leonardo, Thu, 19 Oct 2017 16:36:29 GMT