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Creative

Pharrell & adidas Originals Ask: What Does It Mean To Be a True Superstar?

staging.lbbonline.com, 2 years, 2 months ago

Johannes Leonardo campaign introduces Pharrell’s handpicked creative Superstars

Pharrell & adidas Originals Ask: What Does It Mean To Be a True Superstar?

Pharrell stars in a new global adidas Originals campaign created by NY-based agency Johannes Leonardo. The fall/winter campaign is a continuation of its “Superstar” global effort that launched earlier this year – one that used celebrity to ask a provocative question about superstardom and its true meaning in today’s culture. Since launching in January 2015, the Superstar conversation has resonated around the globe and has helped adidas Originals realize a 29% sales increase in Q1, with strong double-digit increases in 50+ markets. 

Now, adidas Originals and a selection of superstars continue the dialogue in a new campaign that answers the question of what is means to be a superstar: True superstars create for an audience of one.


This answer sees Pharrell identify five young talents from key commercial markets across the globe that embody this true sense of superstar. In the :60 film “Audience of One” Pharrell selects these artists whose talents range from music to visual arts to convey a message that creativity in and of itself is the vehicle of a true superstar:

- Pusha T, musician from the US

- Grigoriy Dobrygin, actor/director from Russia

- Yoon, designer from Japan

- VJ Mian, VJ/designer from China

- Smithe, illustrator from Mexico

These five creators, continuing the dialogue, become the focus of the fall/winter 2015 story and will bring the idea of creating for yourself to life in their local markets. 

The idea of a true superstar will continue to be democratized throughout the year with a “Pay It Forward” social component: these five new creators will continue to nominate others that embody the same creative spirit and the process will live under the hashtag #OriginalSuperstar. Other elements of the campaign include retail, digital, OOH and experiential.

This POV has also informed product design with the launch of Pharrell’s new Supershell collection, which launched last week.


Advertiser

Account Service: adidas

Brand: adidas Originals

Creative Agency

Account Director: Sam McCallum

Account Executive: Gulru Soylu

Chief Creative Officer: Jan Jacobs, Leo Premutico

Creative Agency: Johannes Leonardo

Creative Director: Matthew Edwards, Wes Phelan, Ferdinando Verderi

Designer: Mike Vickers, Zoonzin Yoonjin Lee

Executive Creative Director: Tom Martin, Julian Schreiber

Head of Production: Cedric Gairard

Print Producer: Maria Perez (EP)

Producer: Loretta Rae, Peisin Yang Lazo

Production Manager: Dustin Grant

Senior Account Manager: Dominique Dalton

Music and Sound

Sound Design: Q Department

Sound Mix: Steve Rosen @ Sonic Union

Offline

Edit Assistant: Alexa Vallejo (LA), Michael Shugarman (NY)

Edit Company: Rock Paper Scissors LA

Editor: Damion Clayton (LA), Dan deWinter (NY)

Executive Producer: Angela Dorian (LA), Eve Kornblum (NY)

Producer: Jared Thomas, Shada Shariatzadeh, Ashley Bartell (LA)

Post Production / VFX

2D Artist: David Do, Peter Murphy

2D Artists: Yongsub Song, Sam Sparks

3D Artist: Aaron Baker, Joe Chiechi

3D Artists: Jose Limon, Joe Paniagua

3D Supervisor: Kirk Shintani

Assistant Producer: Danny Hirsch

CG Artist: Dan Ellis, Kevin Stokes

Colourist: Paul Yacono @ A52, Chris Riley, Erik Rojas (asst.)

Compositor: Raoul Marks (Lead)

Flame Assist: Gabe Sanchez

Grade: A52

Producer: Carol Salek, Heather Johann, Anna Vegezzi (A52)

Production Company

AD: Rick Lange

Art Director : Alexander Delgado

Director: Patrick Clair

DOP: Bob Chappell, David McFarland (B Unit)

Executive Producer: Jennifer Sofio Hall

Producer: Ron Cosentino

Production Company: Elastic

Production Manager: Laurie Devine

Category: Accessories , Clothing/fashion

Genre: Dialogue , People