Adidas: The Originals Creator Network

Challenge

In an ambitious endeavour, Adidas unveiled 'The Originals Creator Network', a pioneering educational initiative designed to foster the talents of emerging young creatives in London. This 12-month program, a collaborative effort with the youth-led digital media platform GUAP, aims to cultivate the next generation of creative minds through workshops, mentorship, and live project commissions.Tasked with crafting an auditory identity for this visionary program, our challenge was to encapsulate the essence of Adidas Originals and the vibrancy of London's creative future. The brief called for a classic hip-hop instrumental that echoed the soulful and warm vibes of the '90s hip-hop era, setting a nostalgic yet inspiring backdrop for the program's visual and thematic narratives.

Our Approach

Inspired by the rich legacy of '90s hip-hop, our team embarked on creating a soundtrack that would resonate with the program's mission and appeal to a new era of creatives. We aimed to blend the nostalgic allure of classic hip-hop beats with the contemporary spirit of innovation and diversity that 'The Originals Creator Network' represents. Our focus was on capturing the soul and warmth of the '90s, while also crafting a sound that would inspire hope, creativity, and a sense of community among the young participants.

Outcome

The soundtrack was met with acclaim, becoming an integral part of 'The Originals Creator Network's identity. It successfully captured the essence of the initiative, blending the nostalgic with the innovative, and resonated deeply with the target audience. The music and sound design not only enhanced the visual storytelling but also amplified the impact of the program, embodying the spirit of creativity and empowerment that Adidas and GUAP aimed to instill in London's young creative minds.