| Titre | Original is Never Finished |
| Agence | Johannes Leonardo |
| Campagne | ORIGINAL is never finished |
| Annonceur | adidas |
| Marque | adidas ORIGINALS |
| Date de première diffusion/publication | 2018 / 1 |
| Secteur d'activité | Vêtements de sport |
| Synopsis | 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. |
| Type de média | Film Web |
| Longueur | |
| Maison de production | Iconoclast |
| Directeur de création | The Annex |
| 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 |
| Directeur de la production | Justin Townsend |
| Shoot | Andreas Hemmerlein |
| Directeur de la production | Andreas Hemmerlein |
| Shoot and Production Manager | Christian Wirth |
| Responsable de la création | Jan Jacobs |
| Responsable de la création | Leo Premutico |
| Directeur de création | Ferdinando Verderi |
| Directeur de création | Wesley Phelan |
| Directeur de création | Matthew Edwards |
| Concepteur / rédacteur | Jeph Burton |
| Directeur artistique | Hunter Hampton |
| Directeur artistique | Head of Integrated Production |
| Producteur exécutif | Maria Perez |
| Senior Producer | Tina Diep |
| Senior Producer | Craig Keppler |
| Associate Producer | Alexandra Olivo |
| Associate Producer | Junior Producer |
| Producteur, maison de production | Jay Jenkins |
| Producteur, maison de production | Joey Mok |
| Directeur de clientèle | Sam McCallum |
| Directeur de clientèle | Dominique Dalton |
| Chef de groupe | Gulru Soylu |
| Chef de groupe | Katherine Gutierrez |
| Chef de groupe | Adriana Mariella |
| Responsable de la stratégie | Mark Aronson |
| Responsable de la stratégie | Megan Piro |
| Associate Strategy Director | Johnny Roelofs |
| Stratégie | Miné Cakmak |
| Director of Business Affairs | Marta Stajek |
| Business Affairs Manager | Ann-Marie Turbitt |
| Responsable de la création | Harry Bee |
| Directeur Général | Connor Bryant |
| Brand Director | Sean Benz |
| Responsable de budget agence | Tyler Murphy |
| Responsable de budget agence | Alessandra Russo |
| Senior Creative | Nikki Mirsaeid |
| Senior Social Media Creative | Clement Balavoine |
| Producteur, maison de production | TJ Docena |
| Monteur | Gian Buazulli |
| Monteur | Christie Brown |
| Photography Retoucher | Renata Raksha |
| Founder | Pierre Rougier |
| Directeur associé | Sylvie Picquet-Damesme |
| Vice President (VP) | Matt Kays |
| Digital Director | Parise Sellitti |
| Associate Director | Jordan Potter |
| Post production | Brand Films |
| Réalisateur | Manu Cossu |
| Directeur de la photo | Mattias Rudh |
| Directeur de la photo | Alex Barber |
| Directeur Général | Charles-Marie Anthonioz |
| Producteur exécutif | Valerie Romer |
| Producteur, maison de production | Suza Horvat |
| Production Service Company | Lunar Films |
| Producteur exécutif | Ken Yap |
| Producteur, maison de production | Terri Goh |
| Producteur, maison de production | Feng Zhe |
| Directeur de la production | Wang Wei |
| Production Service Company | Widescope Prodcution |
| Company Owner | Marcos de Fortuny |
| Directeur associé | Marcos de Fortuny |
| Directeur de la production | Nestor Cano |
| Coordinateur de production | Sara Valderas |
| Producteur délégué | Flint Pearce |
| Montage | Exile |
| Monteur | Robert Lopuski |
| Additional Content Editor | Christopher Fetsch |
| Assistant Monteur | Alex Doyle |
| Producteur exécutif | Sasha Hirschfeld |
| Producteur, maison de production | Alejandra Alarcon |
| Producteur, maison de production | Becca Riehl |
| Effets spéciaux | The Mill |
| Effets spéciaux | Antoine Douadi |
| VFX Lead | Antoine Douadi |
| Directeur de création | Corey Brown |
| 3D Lead | Ajit Menon |
| Senior Producer | Nick Strange Thye |
| Senior Producer | Bugs Russell |
| Associate Producer | Ashley Goodwin |
| Color Company | 3 |
| Coloriste | Tom Poole |
| Color Producer | Alexandra Lubrano |
| Assistant | Jenny Montgomery |
| Design | Not to Scale |
| Producteur exécutif | Eve Strickman |
| Producteur, maison de production | Brittany Wimmer |
| Artiste / Dessinateur | 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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