Objective
Originals sits in a different room to performance adidas. Same mall, same opening day, but the content needed attitude over athleticism: culture, not sport.
Behind the scenes
A separate pass, same morning, same mall
How we solved it
We shot Originals as its own pass rather than folding it into the adidas coverage. Tighter frames, slower cuts, styling-led stills that let the product carry the room. Separate reel, separate profile, separate voice.
Results
What it added up to.
A distinct launch set rather than a recoloured version of the adidas edit, live on day one.