adidas Originals have continued to reinvent their own creative work, releasing an all new third chapter of the eye spectacle ‘Original’ campaign and film Original Is Never Finished. “My Way” by Frank Sinatra, the iconic soundtrack that has become synonymous with Original, is remixed and re-imagined featuring a new cast of cultural connectors that influence the worlds of music, style and sport. This film was once again directed by South Africa’s own Terence Neale, who is the country’s first ever director to take home a prestigious Grand Prix at the Cannes Lions International Festival of Creativity. In fact, earlier this year Neale won the award for his work on the adidas Originals brand campaign film entitled ‘Your Future is Not Mine’.
The third installment of the film sees a new collective of creators including, adidas Originals global brand ambassador, Kendall Jenner, Playboi Carti, 21 Savage,Young Thug and James Harden, all of whom redefine the idea of originality; each with a distinct individuality, creative spirit and disposition to challenge the status quo. In a series of new scenes, the historic and iconic pose, DaVinci’s Vitruvian Man, a symbol of power, proportions and a perception of an ‘ideal’ is translated to uniquely identify with each individual in the film in a way which personifies their personality and influences imposed by beliefs within culture and society.
Just a few years after edging into Atlanta’s hip-hop underground, Playboi Carti delivered a self-titled mixtape that debuted at #12 on the Billboard 200. His first release for Interscope Records, Playboi Carti features “Magnolia” and “wokeuplikethis”.
Raised on the Eastside of Atlanta, 21 Savage, comes from a background of poverty, struggle, crime, and violence. This pain and anger come across as a clear message in his music, do not mess with me or my people.
Originals Is Never Finishedis a testament that originality is a constant evolution. The film was conceived and created under the direction of Johannes Leonardo, adidas Originals’ global creative agency of record, co-founded by South African expat Jan Jacobs. The agency has been recognized for its breakthrough communication solutions throughout the industry and has been featured as the ‘Agency to Watch’ in both Ad Age’s and Creativity’s Agency A-Lists.
What does it mean to be original?
– Nothing is original, you make the world believe its original when you are inspired by something that’s already been done and make it your own. After that its yours.
Frank Sintra “My way”
-Just like he said in his song, I did it my way. I feel like I made it acceptable for a lot of things to be what they are in my music today. When I say my music I mean the genre they always put me in, rap. Imagine, I was called gay for openly showing love to my brothers, for wanting to wear clothes that actually favored my body more than what was considered fashion then. I did all of that “my way”. Now it’s cool. It makes me smile.
Original is never finished to me means..
-You can forever create what you want, 20, 30, 50 years from now someone can take my work recreate it and those new kids will call it original. It most definitely will be because they kept building on me.
I don’t create in a box, just because they call me a rapper doesn’t mean I just do that. Im an artist, I create what I want and put it out, it’s to show people you can create past what they say you can. People don’t get that though. My favorite song ever is Family Dont Matter and it’s a real country song, I wasn’t scared to make it, it’s a sound I just had in my heart and created it.
I wouldn’t recreate anything like redo someone’s art but I would make something that made me feel a certain way when I heard it. I would make a song like Jay Z Roc Boys, that song makes you feel like you can do anything and live life to the max. I want my YSL song to do the same thing to my generation, because these are my kids. I’m the Founder.