Originals intro

We gave the World an Original

Embracing the authenticity of hyperlocal skate shops

In the summer of 2023, we had the great pleasure of taking part in the adidas Originals rebranding campaign. Centered around the UK market, we produced three tailored mini-campaigns in collaboration with skate stores, Note, Manchester, Welcome, Leeds, and Route One in Glasgow.

Originals full screen

The aim was to produce authentic content around the hyperlocal communities for the shop’s respective social media channels and local OOH, aligning with the new global adidas Originals brand guidelines.

Adidas Originals UK23 357 small
Adidas Originals UK23 352 small

With the question in mind “what makes the shop original?”, we documented each crew in their local environments - the store, their community, their skate spots, and all on their terms.

True the new guiudelines, the production was as organic as it gets with no big set-ups, no lights, no make-up or wardrobe. Purely original.

To further connect the raw aesthetic, the campaigns were all shot on film, 16mm movie and 35mm still. Photography was shot by Adrian Rios and cinematography by Gerrit Piechowski, both skateboarders alike.