adidas Originals - Future
Award: Wood Pencil
Wood Pencil / Film Advertising / TV Commercials 61-120 seconds / 2017
Our audience has a complex relationship with the future. The imminent demise of mankind is written everywhere they look, including pop-culture, set in a dystopian future.
While young creators are entertained by these fictional worlds, they feel they have the power to decide their own future.
We wrote a defiant original song that heralded a new direction for the brand called “Your Future is not Mine,” that became an anthem for a generation. In the film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future.
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