Adicolor 70s
ROLE: ART DIRECTOR
For this campaign we were tasked to create an elevated commercial DTC exclusive digital campaign for the highly successful adicolor 70s heritage-inspired collection. The bold collection was built around retro 70s fashion trends but needed to translate to a modern aesthetic targeted towards Gen Z.
the Concept
Pre mobile phones and other similar technology, the 70s was a simpler time in some respects – a time when you were more likely to know and rely on your neighbours.
In this campaign we want to capture that community feel – that familiarity and connection between families, couples and friends who co-exist in their living space.
So we came up with The Neighbourhood. The Neighbourhood is a concept of familiarity, solidarity, and unity – of knowing each other and living with each other, rather than past each other. This concept also seemed to resonate with Gen Z’s desire to connect with people around them on a deeper level again.
adicolor is made for everyone and with this concept we amplify solidarity and unity between all – young and old – sharing life in the modern-day neighbourhood.
ART DIRECTION
The aim for this campaign was to have a fashion editorial feel with a quirky tone, following the Adidas Brand Expression’s direction of premiumization and contemporary looks through a Gen Z lens.
Taking this concept on-location we found an apartment complex from the 70s and shot five talent in the building as if they were actual neighbours. The apartment complex fits with the adicolor aesthetic with colour-blocked backdrops to keep the adicolor feel.
Through casting we looked for a range of talent that felt reminiscent of the different type of people you would find at your own apartment complex.
Our goal was to capture the complicity and tenderness that surrounds sharing a living space with different people but with a tongue-in-cheek tone. We captured moments of connection, invasion of space, and accidental pass-throughs, bringing our adicolor neighbourhood to life.
Creative Lead: Connie Bilogan
Art Director: Etoro Umoren | Assistant Art Director: Luca Cioni
Copywriter: Minette Paes | Photographer: Alex Cepeda