| Title | Original is Never Finished |
| Agency | Johannes Leonardo |
| Campaign | ORIGINAL is never finished |
| Advertiser | adidas |
| Brand | adidas ORIGINALS |
| Date of First Broadcast/Publication | |
| Business Sector | Sportswear |
| Story | Script At the heart of the campaign was the track, “Keep Pushin’,” which underscored everything around the campaign. Launching in January, the film was the first proclamation of this iterative creative philosophy... but it wasn’t the last. Multiple iterations of the same film appeared on social, featuring new iterations of the track, new scenes never before seen. Entry Summary In 2017 adidas Originals put forth their own definition of originality with a declaration that“Original is never finished.” The idea resonated the world over. But our work wasn’t finished yet.Globally, our consumer was feeling like so much of the world was falling complacent. Caught on a loop that was as frustrating as it was ineffectual. How could we use adidas Originals’ own brand of creativity to inspire creators to push on and create?We needed to cut through the dark and dire messaging that was largely assaulting our consumer with a more positive message and tone, while proving that just as our latest products(EQT, adicolor, Deerupt, Crazy, and more) are a form of creative iteration, so could their own work be an iteration of what had come before. Brief Explanation So much of the world has settled into a numbing complacency. Caught on a loop, refusing to change what they have the power to change. Yet for adidas Originals, each act of creation begins with an act of iteration. A reflection on the past to progress the new.To launch this idea, the Brand with the Three Stripes puts forth its next iteration of “Original isNever Finished,” featuring some of the world’s most influential creators — Dua Lipa, A$AP Ferg, Nick Young, Florencia Galarza, Luhan, and more — as each creator’s act impacts and influences the next. Scoring the film is a recreation of Inaya Day’s “Keep Pushin’,” which has been remade into a powerful electronic anthem for the long-form film, and which appears in multiple unique iterations across the various pieces of the campaign. |
| Media Type | Web Film |
| Length | |
| Creative Director | The Annex |
| Production Company | Iconoclast |
| General Manager | Torben Schumacher |
| Global VP of Brand Communications | Alegra O |
| Global Senior Director of Communications | Jenny Pham |
| Global Director of Social Media | Silvia Calligher |
| Senior Manager Communications | Edi Borrelli |
| Brand Communications Manager | Gemma Albi Verdú |
| Senior Director | John Van Tuyll |
| Global Brand Marketing Operations | John Van Tuyll |
| Creative Shoot Production | John Van Tuyll |
| Shoot | Justin Townsend |
| Production Manager | Justin Townsend |
| Shoot | Andreas Hemmerlein |
| Production Manager | Andreas Hemmerlein |
| Shoot and Production Manager | Christian Wirth |
| Chief Creative Officer | Jan Jacobs |
| Chief Creative Officer | Leo Premutico |
| Creative Director | Ferdinando Verderi |
| Creative Director | Wesley Phelan |
| Creative Director | Matthew Edwards |
| Copywriter | Jeph Burton |
| Art Director | Hunter Hampton |
| Art Director | Head of Integrated Production |
| Executive Producer | Maria Perez |
| Senior Producer | Tina Diep |
| Senior Producer | Craig Keppler |
| Associate Producer | Alexandra Olivo |
| Associate Producer | Junior Producer |
| Production Company Producer | Jay Jenkins |
| Production Company Producer | Joey Mok |
| Account Director | Sam McCallum |
| Account Director | Dominique Dalton |
| Account Supervisor | Gulru Soylu |
| Account Supervisor | Katherine Gutierrez |
| Account Executive | Adriana Mariella |
| Chief Strategy Officer | Mark Aronson |
| Chief Strategy Officer | Megan Piro |
| Associate Strategy Director | Johnny Roelofs |
| Strategist | Miné Cakmak |
| Director of Business Affairs | Marta Stajek |
| Business Affairs Manager | Ann-Marie Turbitt |
| Chief Creative Officer | Harry Bee |
| Managing Director | Connor Bryant |
| Brand Director | Sean Benz |
| Account Manager | Tyler Murphy |
| Account Manager | Alessandra Russo |
| Senior Creative | Nikki Mirsaeid |
| Senior Social Media Creative | Clement Balavoine |
| Production Company Producer | TJ Docena |
| Editor | Gian Buazulli |
| Editor | Christie Brown |
| Photography Retoucher | Renata Raksha |
| Founder | Pierre Rougier |
| Managing Partner | Sylvie Picquet-Damesme |
| Vice President (VP) | Matt Kays |
| Digital Director | Parise Sellitti |
| Associate Director | Jordan Potter |
| Post Production | Brand Films |
| Director | Manu Cossu |
| Director of Photography (DOP) | Mattias Rudh |
| Director of Photography (DOP) | Alex Barber |
| Managing Director | Charles-Marie Anthonioz |
| Executive Producer | Valerie Romer |
| Production Company Producer | Suza Horvat |
| Production Service Company | Lunar Films |
| Executive Producer | Ken Yap |
| Production Company Producer | Terri Goh |
| Production Company Producer | Feng Zhe |
| Production Manager | Wang Wei |
| Production Service Company | Widescope Prodcution |
| Company Owner | Marcos de Fortuny |
| Managing Partner | Marcos de Fortuny |
| Production Manager | Nestor Cano |
| Production Coordinator | Sara Valderas |
| Line Producer | Flint Pearce |
| Editing Company | Exile |
| Editor | Robert Lopuski |
| Additional Content Editor | Christopher Fetsch |
| Assistant Editor | Alex Doyle |
| Executive Producer | Sasha Hirschfeld |
| Production Company Producer | Alejandra Alarcon |
| Production Company Producer | Becca Riehl |
| Special Effects / VFX | The mill |
| Special Effects / VFX | Antoine Douadi |
| VFX Lead | Antoine Douadi |
| Creative Director | Corey Brown |
| 3D Lead | Ajit Menon |
| Senior Producer | Nick Strange Thye |
| Senior Producer | Bugs Russell |
| Associate Producer | Ashley Goodwin |
| Color Company | 3 |
| Colorist | Tom Poole |
| Color Producer | Alexandra Lubrano |
| Assistant | Jenny Montgomery |
| Design | Not to Scale |
| Executive Producer | Eve Strickman |
| Production Company Producer | Brittany Wimmer |
| Artist | Kris Merc |
| Chief Creative Officer | Jan Jacobs |
| Chief Creative Officer | Leo Premutico |
| Creative Director, Founding Partner | Ferdinando Verderi |
| Creative Director | Wesley Phelan |
| Creative Director | Matthew Edwards |
| Senior Copywriter | Jeph Burton |
| Senior Art Director | Hunter Hampton |
| Head of Integrated Production | Dana May |
| Executive Producer | Maria Perez |
| Senior Producer | Tina Diep |
| Senior Producer | Craig Keppler |
| Associate Producer | Alexandra Olivo |
| Junior Producer | Maddie Tiedrich |
| Producer | Jay Jenkins |
| Producer (Shanghai) | Joey Mok |
| Director | Manu Cossu |
| Director of Photography (Los Angeles) | Mattias Rudh |
| Director of Photography (Shanghai, Madrid, San Francisco) | Alex Barber |
| Managing Director | Charles-Marie Anthonioz |
| Executive Producer | Valerie Romer |
| Producer | Suza Horvat |
| Editor (Lead) | Robert Lopuski |
| VFX Supervisor / VFX Lead | Antoine Douadi |
| CD, Supervisor | Corey Brown |
| 3D Lead | Ajit Menon |
| Entrant Company | ICONOCLAST |
| Idea Creation | JOHANNES LEONARDO |
| Production | ICONOCLAST |
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