“Is the future something that’s put on you by others’ expectations or something you create for yourself?” That's the central issue of the 2016 ADIDAS spot, which was developed by New York-based agency Johannes Leonardo. Following its 2015 campaign in the form of a star power alliance analysis, this year, the German sports giant investigates the concept of 'Future'.
For the 75-second spot titled “Your Future is Not Mine”, they relied on the magnetic photos of DOP Sebastian WINTERO c/o DBC - Driven by Creatives. In the short film, Director Terence Neale portrays very young creatives who stride toward their own individual future regardless of the obstacles they are up against in the here and now.
Johannes Leonardo explains: “Each member of this new community is challenging the idea of the future through their craft and creativity. Between Luka Sabbat’s self-driven stance on style, Ikwa’s polymathic skill set, and Design Butler’s irreverent transformation of personal influences, the message each one of them communicates is clear: Your future is yours to create.”
The big hopes of tomorrow featured in the spot are Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda as well as Iman Shumpert. Don't worry, if you haven't heard of them yet, the creatives behind the spot put it in the words of John F. Kennedy - “the torch has been passed to a new generation of Americans... born in this century”.
