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, a symbolic passing of the mantle from OG to Young G, father to son, 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.

Role: Creative Director 

Labrum Creative Director: Foday Dumbuya

Client: Adidas Originals

Photography: Isaac Lamb (Sabotage Studios)