electriclime° and BMB & Cheil Agencies colour in the concrete for adidas Originals’ Adistar
Production company electriclime° has partnered with BMB & Cheil Agencies on ‘Go Beyond the Grey’, a new campaign for adidas Originals celebrating the return of the Adistar.
Directed and photographed by Sabrina Rynas, the spot uses a single, simple device – the moment you press play – to transform a grey world into a saturated one.
The campaign captures a generation bringing energy, individuality and optimism to everyday urban spaces. Grey becomes the canvas. Colour becomes the statement.
Raw, graphic and real, the photography shows bold Adistar colourways cutting through concrete, shadow and muted city architecture.
The photography captures confident characters bringing energy, optimism and individuality to muted urban spaces.
A contrast to the environments they are surrounded by, which is rooted in the grey architecture of modern MENA city life.
The campaign has been shown through the MENA region, including OOH and socials.
View the film here.
Client | Adidas
Michele Khoueis
Sonia Nabih
Hanya Abdelzaher
Agency | BMB & Cheil Agencies
Managing Partner: Matt Bonny
Creative Director: Dave Beattie
Head of Production: Rowena Jeffreys-Jones
Agency Producer: Bel January
Production Company | electriclime°
Photographer/Director: Sabrina Rynas
Executive Producer: Jumana Radi
Producer: Lora Brugioli
Production Manager: Malak Edris
Production Coordinator: Hayal Usman
Production Assistant: Anastasiia Zatsepina
Location Manager: Hashem Al Reyashi
Wardrobe Stylist: Vasil Bozhilov
Hmu: Kim Nour
Props Master: Batista
1st Ac: Ramesh Nepali
Equipment & Sparks: ℅ Quasim Film Productions
Catering & Team: ℅ Avec Catering
Talents |
Samin ℅ Ant Management
Nãnna & Ahmed: ℅ Michelle Hay Management