Johannes Leonardo

ORIGINAL IS NEVER FINISHED 

adidas originals inspires a new generation to redefine the meaning of originality

When something is pushed far enough, it becomes original again.  The brand that has re-interpreted its own classics -- from the Superstar, Stan Smith, EQT and the NMD -- to become the world's most successful sneaker brand, is now inspiring creative people the world over to release the shackles and do the same. 

In our third year of the strikethrough campaign adidas Originals takes on a topic very close to its heart—originality. The “Original is Never Finished” spot, which features a multi-generational cast of some of the world’s biggest names, including Frank Sinatra, Dev Hynes, Snoop Dogg, Mark Gonzales and Kareem Abdul-Jabbar, is influenced by past creations to inspire creators the world over the feed off artists new and old.

The launch film is itself a demonstration of the brand’s philosophy. With a radical re-interpretation of the much used track “My Way” popularized by Frank Sinatra, the film proves if you push something far enough it becomes original again.

But it doesn’t stop there. Through reinventions of symbolic icons of beauty and culture—from Botticelli’s Birth of Venus to Snoop Dogg’s iconic Doggystyle album cover—shows a new generation of artists and creators who feel burdened by the weight of everything that has been done before that an original is never finished.

It’s adidas Original’s most ambitious effort yet, and is set to unfold throughout the year across Snapchat, Instagram, Facebook, contextual pre-rolls and in-retail.

Johannes Leonardo’s previous work for Originals inspired makers to create for an audience of one with its “Superstar is Not What You Think It Is” campaign, and then inspired those same makers to take the future into their own hands with the “Your Future is Not Mine” campaign.

A trippy chase scene through Snoop Dogg's debut album cover.

A trippy chase scene through Snoop Dogg's debut album cover.

Re-interpreting the iconic NMD sneaker into modern day tribal masks.

Re-interpreting the iconic NMD sneaker into modern day tribal masks.

Legendary basketballer Kareem Abdul-Jabbar.

Legendary basketballer Kareem Abdul-Jabbar.

Musician Dev Hynes explodes into dozens of reflections.

Musician Dev Hynes explodes into dozens of reflections.

Skate legend Gonz takes to the streets once more.

Skate legend Gonz takes to the streets once more.