Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals. The spot depicts four brand influencers—lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler—trekking through gritty, dark, post-apocalyptic city streets complete with gangs and trash-can fires, and eventually through a prismatic tunnel into a brighter future.

the agency was looking to reach an audience with authentencity in every way - visually as well as audibly. the music had to be as authentic as the message the brand was trying to relay to an audience that will not be lied to or taken advantage of. the message of the song is one of empowerment through being a visionary. not being a sheep.

because the future is female, we employed an unknown female artist to breathe life into the lyrics. our creative director took liberties with the track and made sure to always only think of what was best for the song. what would resonate with our audience. in taking great care and remaining artistically diligent with the process we were able to deliver more than a great track for a great commercial, we delivered a great song.