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adidas Originals presents the Original Is Never Finished 2018 campaign
In the new video campaign adidas Originals shows how creativity is a constantly evolving concept
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Fashion
January 25th, 2018
January 25th, 2018
A cast of visionaries defined by the uniqueness of their creative mind, becomes a source of inspiration for the new generations, showing how much creativity is born from continuous repetition.
A$AP Ferg, Dua Lipa, Nick Young, Lu Han, Playboi Carti, Kaytranada, Miles Silvas, Florencia Galarza, Adrianne Ho and Marcelo Vieira are the protagonists of the adidas Originals new campaign Original Is Never Finished 2018, a metaphorical loop in which the viewer, catapulted into a visual journey, explores the idea of repetition as an expression of creativity, reiterating that every single moment of a cultural current is nothing but a constant beta version.
"For the 2018 chapter of Original Is Never Finished, we were first inspired by the theme of self-congratulation, which is the absolute worst enemy of creativity",
says Alegra O'Hare, VP of Global Communications adidas Originals,
"We wanted to give a completely new meaning to the concept of unfinished".
From beginning to end, each action inspires the following in an endless cycle of drives to the future.
