ADIDAS ORIGINALS

The brief was to capture the new perspective that emerges when two worlds come together. We translated this into a visual story of transition and generational exchange, symbolically passing the mantle from OG to Young G, father to son, and bringing together rapper Giggs and his son, ML. Anchored by an original set built around the idea of convergence, the campaign explored legacy, evolution and the relationship between past and future.

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Role: Creative Director  | Labrum Creative Director: Foday Dumbuya

Client: Adidas Originals | Photography: Isaac Lamb (Sabotage Studios)