adidas - "Crazy is never humble"

Johannes Leonardo

Johannes Leonardo New York, Etats-Unis

Awards

8464

Marque: adidas
Pays: Etats-Unis

Annonceur: adidas

Titre	Crazy is never humble
Agence	Johannes Leonardo
Campagne	adidas Originals
Annonceur	adidas
Marque	adidas
Date de première diffusion/publication	2018
Secteur d'activité	Vêtements de sport
Synopsis	In the worlds of basketball and rap, tradition is sacred. Both artists and players are expected to respect history, and be humble towards it. In the 90s, adidas released the audacious Crazy shoe for Kobe Bryant, an unapologetic player who rejected the traditional wisdom of attending college by going straight from high school to the NBA. Twenty years later, in 2017 adidas relaunched Crazy. The “Crazy Isn’t Humble” campaign embraced a community that displays the same creative arrogance: a new generation of artists who are operating against every tradition, reinventing the rap genre on their own terms. Advertising Format Other Challenge Music and typography have always co-existed. So what would a typeface for today’s Mumble rap movement look like? How does a typeface that doesn't care to be understood look? Concept Ignoring classic typography legibility rules, we created a handwritten alphabet and used digital technology to distort it more than a hand could do. We created 4 different typefaces, the Crazy Standard, Crazy Thug, Crazy Carti and Crazy Savage. The amount of variations allowed for each character to never be repeated twice. We then uploaded the typefaces to the open source typography network and shared them as a source for other creators. The typography was then disrespectfully plastered on every piece of the campaign, from exotic cars driven by the artists and apparel to retail windows and basketball courts, to the portraits of the artists themselves by 90s anti-establishment photographer Mark Lebon.
Type de média	Presse & publications
Post-Production audio	Duotone Audio Group
Maison de production	Clockwork Films
Responsable de la création	Jan Jacobs
Responsable de la création	Leo Premutico
DIRECTOR	Aaron Brown
Coloriste	Tom Poole
Directeur de création	Wesley Phelan
Directeur de la photo	Max Goldman
Directeur de création	Matthew Edwards
Réalisateur	Philip Andelman
Directeur des Stratégies	Mark Aronson
Coloriste	Kath Raisch
Partenaire créatif	Ferdinando Verderi
Group Account Director	Sam McCallum
Concepteur / rédacteur	Jeph Burton
Business Affairs Manager	Ann-Marie Turbitt
Color Producer	Alexandra Lubrano
Directeur artistique	Hunter Hampton
Producteur, agence	Doug Moffitt
Responsable de la création	Harry Bee
Producteur	Josh Goldstein
Maison de production	Identity
Grade	CO3 (New York)
Stratégie	Miné Cakmak
Sound Mix and Design	Mr Bronx
CCO	Jan Jacobs
Entrant Company	JOHANNES LEONARDO
Idea Creation	JOHANNES LEONARDO
Production	JOHANNES LEONARDO