festivals of the worlD
ROLE: ART DIRECTOR
At the time people hadn’t had the chance to go to a festival for the last 2 years due to covid. We wanted to remind them just how important the right shoes are to their festival experience by putting the new adidas Originals Festival Pack at the center of some unforgettable moments. The challenge that was we could not mention specific festivals and would need to use a limited number of talent.
the Concept
To do this, we wanted to bring to life the humorous truths that festivals are often remembered for. Think shots of people holding their shoes to cross mud puddles, someone who’s fallen asleep in the tent using their shoe as a pillow, a sleeping bag with shoes poking out of the bottom, a person with one shoe looking for the other, and a shoe being used as a cup holder.
We used locations that alluded to the festival it represented e.g. a dusty desert in Burning Man, a muddy paddock in Glastonbury, and a dry field in Tomorrowland, but it needed to be broad enough to look as if a group of friends were simply camping out. Then within each setting/image we would sprinkle in a variety of authentic moments that hero the shoes.
ART DIRECTION
This direction was shot on film with the help of digital for backups and to test shots. The tone of this shoot was the awkward, quirky, and ridiculous scenarios of festival life and hanging out with your friends outdoors. The aim for the images were to feel as if your best friend took pictures of your group’s festival shenanigans with their film camera.
Creative Lead: Connie Bilogan
Art Director: Etoro Umoren | Copywriter: Wawa Wang
Photographer: Dennis Branko | Set Designer: Laura Jauregui | Stylist: Javier De Pardo