The South African creative team behind adidas Originals’ Original Is Never Finished
adidas Originals continues to reinvent its own creative work, releasing an all new third chapter of the ‘Original’ campaign and film Original Is Never Finished. “My Way” by Frank Sinatra, the iconic soundtrack that has become synonymous with Original, is remixed and reimagined featuring a new cast of cultural connectors spanning the worlds of music, style and sport.
The film is once again directed by South Africa’s own Terence Neale, the country’s first ever director to take home a prestigious Grand Prix at the Cannes Lions International Festival of Creativity. Earlier this year Neale won the award for his work on the adidas Originals brand campaign film entitled ‘Your Future is Not Mine’.
The third instalment of the film sees a new collective of creators including, adidas Originals global brand ambassador, Kendall Jenner, Playboi Carti, 21 Savage,Young Thug and James Harden, all of whom redefine the idea of originality; each with a distinct individuality, creative spirit and disposition to challenge the status quo.
In a series of new scenes, the historic and iconic pose, DaVinci’s Vitruvian Man, a symbol of power, proportions and a perception of an ‘ideal’ is translated to uniquely identify with each individual in the film in a way which personifies their personality and influences imposed by beliefs within culture and society.
Originals Is Never Finished is a testament that originality is a constant evolution. The film was conceived and created under the direction of Johannes Leonardo, adidas Originals’ global creative agency of record, co-founded by South African expat Jan Jacobs. The agency has been recognised for its breakthrough communication solutions throughout the industry and has been featured as the ‘Agency to Watch’ in both Ad Age’s and Creativity’s Agency A-Lists.
In an intimate Q&A session with a group of keen young creators, Neale talked through his creative process and repeatedly stressed that success takes hard work. “Nothing comes easy but South African’s understand the hustle. You just need to keep pushing.”