Your Future Is Not Mine

 

Gorgeous, inspiring ad for Adidas, featuring the coolest of the cool from around the world, read below. Watch above and read below.

from creativity-online:

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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