The EQT franchise was the first line of product to be launched under the new adidas Originals direction; ‘Originals is Never Finished’. With the main objective of the project being the launch of the franchise in the region, it was important to emphasise the unique design and aesthetic elements of the shoe to the adidas core consumers and media in the market.
To highlight the first of many launches under the new Originals direction, we were tasked with capturing a range of activities over five days – the initial drop of the franchise, the ME Sessions talk and the first ever Boiler Room broadcast in the Middle East.
The launch took place in an industrial and raw space that later became the creatively driven Originals Hub ‘BYND72’ in Dubai Design District. To fit with the look and feel of the space, we used a low light technique in order to capture the various industrial materials that brought the space and experience of EQT together – bursts of neon light, wires, glass, metal pipes and concrete.
Boiler Room welcomed a footfall of over 900 people. Our research was inclusive
of digging deep into the underground and street-style scene that Boiler Room represents, to deliver a highly energetic and meaningful film that thoroughly represents not only the underground culture but in alignment to the Originals campaign.
Our work was distributed across adidas MENA social channels.
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