Brief

In adidas Originals first collaboration with Parley, an organisation where creators, thinkers and leaders raise awareness for our oceans, Superimpose Studio were tasked to deliver core creative and communications materials in order to generate meaningful conversation driven by the product release.

Response

Stepping away from the stale approach of preaching through statistics and predictions, we focused the message on bridging the divergence between concrete and ocean and talking in a language that resonated with the adidas consumer. Youthful, creative and passionate.

Commissioning a spoken word artist to create a powerful call to action, this would serve as the backbone of the campaign narrative. With supporting mixed media heroing the product through films, social content and impactful imagery, we showcased the adidas Originals lifestyle and the eco-innovation message in an integrated form making a serious topic relevant and engaging.

Artist collaborations

Championing emerging talent across all disciplines, we identified and collaborated with a handful of international creatives passionate about sustainability and oceans to interpret the campaign message artistically. They generated a series of original works that tied with the call to action statements to reinforce the message.

The original works took centre stage alongside a custom built installation at Frieze Art Fair in London, also released as a digital zine on adidas.com

Keep up to date on our latest work @superimpose.studio