This article was originally published on AdWeek by Patrick Coffee.

James Harden. Playboi Carti. 21 Savage. Young Thug. What do they have in common?

They are all up-and-coming stars whose creativity has helped them stand out in an increasingly schizophrenic world. In short, they did it their way.

These personalities come to life in the third chapter of Adidas Originals’ “Original Is Never Finished” campaign by creative agency Johannes Leonardo. The first ad in the series saw Snoop Dogg salute Sinatra’s classic ode to independence and the second chapter in the series remakes the first ad, but with an all-female cast. The brand new spot includes twists on many of the same images including Botticelli’s “Birth of Venus,” now embodied by … you guessed it … Kendall Jenner.

Unsurprisingly, chapter three is every bit as intense and colorful as its predecessors.

Alegra O’Hare, vp of global communications for Adidas Originals & Core, described this ad and another set to launch in China as “re-interpretations” of the larger campaign, which has been the brand theme for Originals in 2017.

“Adidas Originals always wants to stay true to the ethos of endless creativity, and it is important to stay centric to our DNA in that a real original, and authentic creativity, is always a work in progress,” she added.

Regarding the stars of this new ad, O’Hare said, “The great and unique thing about Adidas is the diversity that we embody both from a product point of view and also through the community of people that we work with. For the first time, Adidas Originals has had the privilege of working with a new group of creators, each of whom are a reference point for the current generations. Collectively they, alongside the powerful voice of Frank Sinatra, bring a new and fresh perspective on the meaning of doing it your way.”

“It’s a continuation of a story that started in 2015,” said Leo Premutico, chief creative officer for Johannes Leonardo. “What the three stripes campaign is about is removing the mental barriers that keep creators from producing their best work and being true to themselves.”

So far, the campaign has taken what Premutico calls “one of the most used songs out there” to new places including a brand takeover of the 2017 Grammy Awards and images of Jenner emerging from what appears to be an Alien-style sleep chamber.

“Kendall Jenner’s courage is something we wanted to celebrate,” he added, citing the media pressure that surrounds the reality star and other often-criticized celebrities like Harden. Coming back to the brand philosophy, Premutico said, “If you look at adidas design philosophy, the shoes are a living, breathing demonstration that this company believes in constant reinterpretation.”


Client: Adidas Originals
Agency: Johannes Leonardo
Title: “Original is never finished 3″

Adidas Originals
Global VP of Brand Communications: Alegra O’Hare
Global Director of Communications & Brand Marketing: Jenny Pham
Senior Manager Communications: Edi Borrelli
Senior Director, Global Brand Marketing Operations & Creative Shoot Production: John van Tuyll
Senior Shoot and Production Manager: Justin Townsend

Johannes Leonardo
Chief Creative Officer: Jan Jacobs
Chief Creative Officer: Leo Premutico
Creative Director, Partner: Ferdinando Verderi
Creative Director: Wesley Phelan
Creative Director: Matthew Edwards
Copywriter: Jeph Burton
Art Director: Hunter Hampton
Head of Integrated Production: Dana May
Executive Producer: Maria Perez
Senior Producer (Film): Tina Diep
Producer (Print): Adam Gong
Associate Producer (Film): Alexandra Olivo
Group Account Director: Sam McCallum
Account Director: Dominique Dalton
Account Supervisor: Gulru Soylu
Account Supervisor: Kat Pryor
Account Executive: Adriana Mariella
Head of Strategy: Mark Aronson
Strategist: Miné Cakmak
Director of Business Affairs: Marta Stajek
Senior Business Affairs Manager: Ann Marie Turbitt

Film Production Company: RSA Films
Director: Terence Neale
Director of Photography: Alexis Zabe
Stylist: Richard De Jager
Stylist: Gabby De Gersigny
Executive Producer: Jules Daly
Executive Producer: Paul Kawasaki
Producer: Julie Sawyer
Producer: Rozanne Rocha-Gray

Production Company: Cape Town Egg Films
Executive Producer: Colin Howard
Producer: Rozanne Rocha-Gray

Editorial Company: Exile
Editor: Robert Lopuski
Editor: Christopher Fetsch
Executive Producer: Sasha Hirschfeld
Senior Producer: Vietan Nguyen
Senior Producer: Evyn Bruce

Visual Effects: Blacksmith
VFX Supervisor/2D Lead Artist: Iwan Zwarts
VFX Supervisor: Adrian Hurley
2D Artist: Jacob Slutsky
2D Artist: Caio Sorrentino
2D Artist: Jay Lee
3D Lead Artist: Tom Bussell
3D Artist: Tuna Unalan
3D Artist: Michael Dunkley
Rotoscoping: Trace VFX
Tracking: QL Beans
Executive Producer: Charlotte Arnold
Producer: Megan Sweet
Producer: Alexa Mauro

Color Company: 3
Colorist: Tom Poole
Producer: Alexandra Lubrano

Illustrations/Artwork: Not to Scale

Music: Licensed track “My Way”
Writer: Claude Francois
Writer: Jacques Revaux, Gilles Thibaut, Paul Anka
Publisher: BMG

Adidas Global Music Manager: Daniel Cross

Music: Remix Human
Creative Lead / Music Director: Morgan Visconti
Creative Lead / Sound Design: Michael Jurasits
Executive Producer: James Dean Wells
Composer / Arranger: James Leibow
Composer / Arranger: Morgan Visconti
Composer / Arranger: Gareth Williams

Sound Design & Mix: Sonic Union
Sound Engineer / Sound Design: Steve Rosen
Executive Producer: Justine Cortale
Producer: Patrick Sullivan
Assistant Sound Engineer: Ben Conlon
Assistant Sound Engineer: Erik Schmall

Photographer: Oliver Hadlee Pearch
Photographer’s Agent: Jackie Chachoua
Production: CLM
Production: RSA
Post-Production/Retouching: D-Factory

Social Agency: The 88
Chief Creative Officer: Harry Bee
Brand Director: Sean Benz
Head of Production: Adam Copeland
Senior Producer: TJ Docena
Senior Account Manager: Tyler Murphy

Film Production Company: RSA Films
Director: Terence Neale
Executive Producer: Jules Daly
Executive Producer: Paul Kawasaki
Producer: Julie Sawyer
Producer Rozanne: Rocha-Gray
Director of Photography: Alexis Zabe

Social & PR Photographer: Atiba Jefferson
Social & PR Videography: Eric Longden

3D Scans: Scanable

Editorial: Exile
Editor Christopher Fetsch
Executive Producer Sasha Hirschfeld
Senior Producer Vietan Nguyen
Senior Producer Evyn Bruce

Social Editor & Color Stephen Mlinarcik
Social Mixing & Sound Design Yessian/Vinyl Mix
Social & PR Retouch: Dippin Sauce/Kenan Ali Atmaca

VinylMix Senior Producer: Emily Smith
VinylMix Sound Engineer & Designer: Weston Fonger

This article was originally published on AdWeek by Patrick Coffee.


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