Kendall Jenner Is a Sci-Fi Boticelli’s Venus in Latest Adidas ‘My Way’ Ad
James Harden Also Appears Alongside Rappers Playboy Carti, 21 Savage and Young Thug
Kendall Jenner heads a fresh crew of celebrities appearing in a new spot from Adidas, a third “chapter” in its “Original Is Never Finished” campaign by Johannes Leonardo.
The film is a rework of its previous spot featuring Frank Sinatra’s “My Way,” but features new celebrities and new scenes: Jenner (whose last big ad appearance, for Pepsi, ended in disaster), appears as Boticelli’s Venus, enclosed in a sci-fi pod, which according to the brand is “redefining the notion of birth and rebirth.” The model announced her collaboration with Adidas back in May, following in the footsteps of her brother-in-law Kanye West.
NBA star Harden reworks the “mirrors” scene from the first film, with a choregraphed dribbling sequence, while rappers Playboi Carti, 21 Savage and Young Thug are pictured in a formation also referenced from the first film. There’s also a desert driving sequence reminiscent of “Mad Max,” surreally involving a blow-up Statue of Liberty, and finally all the celebrities are pictured in sequence assuming the pose of Da Vinci’s “Vitruvian Man.”
Like the two previous Originals spots, the ad was directed by Terence Neale through RSA Films. Although similar in some ways to the previous “My Way” spot, it feels fresh, and if anything, has a slightly more gritty, aggressive vibe than before.
Adidas says the ad is all about proposing “a new definition of original; it’s not just about where ideas come from, it’s where they are taken to.”
“When we released Originals Is Never Finished for the first time we challenged ourselves to redefine what it means to be original,” says Alegra O’Hare, VP of Global Communications adidas Originals & Core in a statement. “With the release of chapter three we are putting our words into practice and reinventing our own work. For us to inspire our creative community, we as a brand must to live up to the challenge, and with Originals Is Never Finished we do just that.”
“Re-creating one’s own work, in a world that constantly strives for newness is a courageous statement,” adds Ferdinando Verderi, founding partner and creative director of Johannes Leonardo. “With this film, Originals aims to inspire in a new generation of creators the freedom to not only look at history as a canvas, but to see their own past ideas as a starting point for future ones. ”
ABOUT
- Credits
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- Date
- Aug 10, 2017
- Agency:
- Johannes Leonardo
- Client:
- Adidas
- Global VP of Brand Communications:
- Alegra O’Hare
- Global Director of Communications & Brand Marketing:
- Jenny Pham
- Senior Manager Communications:
- Edi Borrelli
- Sr. Director Global Brand Marketing Operations & Creative Shoot Production:
- John van Tuyll
- Shoot & Production Manager:
- Justin Townsend
- Chief Creative Officer:
- Jan Jacobs
- Chief Creative Officer:
- Leo Premutico
- Creative Director:
- Ferdinando Verderi
- Partner:
- Ferdinando Verderi
- Creative Director:
- Wesley Phelan
- Creative Director:
- Matthew Edwards
- Copywriter:
- Jeph Burton
- Art director:
- Hunter Hampton
- Head of Integrated Production:
- Dana May
- Executive Producer:
- Maria Perez
- Print Producer:
- Adam Gong
- Film Associate Producer:
- Alexandra Olivo
- Group Account Director:
- Sam McCallum
- Account Director:
- Dominique Dalton
- Account Supervisor:
- Gulru Soylu
- Account Supervisor:
- Kat Pryor
- Account Executive:
- Adriana Mariella
- Head of Strategy:
- Mark Aronson
- Strategist:
- Miné Cakmak
- Director of Business Affairs:
- Marta Stajek
- Senior Business Manager:
- Ann Marie Turbitt
- Film Production Company:
- RSA Films
- Director:
- Terence Neale
- Director of Photography:
- Alexis Zabe
- Stylist:
- Richard De Jager
- Stylist:
- Gabby De Gersigny
- Executive Producer:
- Jules Daly
- Executive Producer:
- Paul Kawasaki
- Producer:
- Julie Sawyer
- Production Company Cape Town:
- Egg Films
- Executive Producer:
- Colin Howard
- Producer:
- Rozanne Rocha-Gray
- Editorial:
- Exile
- Editor:
- Robert Lopuski
- Editor:
- Christopher Fetsch
- Executive Producer:
- Sasha Hirschfeld
- Senior Producer:
- Vietan Nguyen
- Senior Producer:
- Evyn Bruce
- Visual Effects:
- Blacksmith
- VFX Supervisor:
- Iwan Zwarts
- 2D Lead Artist:
- Iwan Zwarts
- VFX Supervisor:
- Adrian Hurley
- 2D Artist:
- Jacob Slutsky
- 2D Artist:
- Caio Sorrentino
- 2D Artist:
- Jay Lee
- 3D Lead Artist:
- Tom Bussell
- 3D Artist:
- Tuna Unalan
- 3D Artist:
- Michael Dunkley
- Rotoscoping:
- Trace VFX
- Tracking:
- QL Beans
- Executive Producer:
- Charlotte Arnold
- Producer:
- Megan Sweet
- Producer:
- Alexa Mauro
- Color:
- Company 3
- Colorist:
- Tom Poole
- Producer:
- Alexandra Lubrano
- Illustrations:
- Not To Scale
- Artwork:
- Not To Scale
- Music Licensed Track:
- My Way
- Writer:
- Claude Francois
- Writer:
- Jacques Revaux
- Writer:
- Gilles Thibaut
- Writer:
- Paul Anka
- Publisher:
- BMG
- Publisher:
- Songs
- Master:
- Frank Sinatra
- Master:
- Universal Music Enterprise
- Global Music Manager:
- Daniel Cross
- Music Remix:
- Human
- Creative Lead:
- Morgan Visconti
- Music Director:
- Morgan Visconti
- Creative Lead:
- Michael Jurasits
- Sound Design:
- Michael Jurasits
- Executive Producer:
- James Dean Wells
- Composer / Arranger:
- James Leibow
- Composer / Arranger:
- Morgan Visconti
- Composer / Arranger:
- Gareth Williams
- Sound Design:
- Sonic Union
- Sound Mix:
- Sonic Union
- Sound Engineer:
- Steve Rosen
- Sound Design:
- Steve Rosen
- Executive Producer:
- Justine Cortale
- Producer:
- Patrick Sullivan
- Assistant Sound Engineer:
- Ben Conlon
- Assistant Sound Engineer:
- Erik Schmall
- Photographer:
- Oliver Hadlee Pearch
- Photographer’s Agent:
- Jackie Chachoua
- Production:
- CLM
- Production:
- RSA
- Post Production:
- D-Factory
- Retouching:
- D-Factory
- Social Agency:
- The 88
- Chief Creative Officer:
- Harry Bee
- Brand Director:
- Sean Benz
- Head of Production:
- Adam Copeland
- Senior Producer:
- TJ Docena
- Senior Account Manager:
- Tyler Murphy
- Photographer:
- Atiba Jefferson
- Director of Photography:
- Eric Longden
- 3D Scans:
- Scanable
- Social Editor:
- Stephen Mlinarcik
- Color:
- Stephen Mlinarcik
- Social Mixing:
- Yessian
- Sound Design:
- Vinyl Mix
- Dippin Sauce:
- Kenan Ali Atmaca
- Social & PR Retouch:
- Dippin’ Sauce
- Social Sound Mixing & Design:
- Vinyl Mix
- Senior Producer:
- Emily Smith
- Sound Engineer & Designer:
- Weston Fonger
Read the original article HERE.