To help relaunch adidas Originals’ iconic Gazelle sneaker for a new generation of cultural influencers around the world, we created a series of collage-inspired key visuals that re-imagined the classic sneaker silhouette.
For the campaign, we collaborated with 10 leading-edge artists from across China to celebrate the spirit of Adidas Originals and redefine boundaries with its retro bestseller. Participating artists included Ke Sai, Liu Peiyang and Zhang Dong from Beijing; Wan Qiao, Yuan Gungun, Sui Yao, and Yue Yi from Shanghai; Mo Houqie and Kean from Guangzhou; and Hu Qian from Chengdu.
The key visuals were leveraged commercially in digital media and retail environments in Greater China.
为配合adidas Originals复古鞋款Gazelle复刻系列的上市宣传活动进行创意造势，我们通过数码拼贴的手法对该系列的经典鞋型主视觉进行二次创作。
为此我们邀请了十位分别来自上海、北京、广州、成都且风格迥异的拼贴艺术家进行创作，以此传达阿迪达斯三叶草品牌的街头原创精神并重新定义这个畅销鞋款的无限可能。这十位拼贴艺术家分别为：可赛(北京)，刘佩洋(北京)，张栋(北京)，晚樵(上海)，元滚滚(上海)，Sui(上海)，乐毅(上海)，莫厚切(广州)，Kean(广州)，胡潜(成都)。
在该项目中，拼贴艺术家们利用品牌代言人的主视觉KV和来自不同年代的经典产品元素来表现品牌精神，创作出的拼贴画作品被广泛运用于网络社交平台。除此之外，十位拼贴艺术家也利用参与品牌线上征集活动的KOL图片进行二次拼贴创作。
Sui Yao / Shanghai
Le Yi / Shanghai
Mo Houqie / Guangzhou
Kean / Guangzhou
Yuan Gungun / Shanghai
Ke Sai / Shanghai
Liu Paiyang / Beijing
Wan Qiao / Beijing
Zhang Dong / Beijing
Hu Qian / Chengdu
