This is the second campaign we have featured in CR recently in which a sports company has created over-size models of its shoes for an art project, the first being StrawberryFrog Amsterdam’s trainer-shaped mini city for Onitsuka Tiger from the March issue. Here the style is very different, however, as these stills from a film documenting the project demonstrate.
180 Los Angeles created the spot as part of the ongoing Adidas film series, Celebrate Originality. Titled The Left-Right Project, the film focuses upon the Adidas Superstar shoe. A giant 15-foot pair of the shoes was created, and two artist collectives – Surface2Air in New York and Upper Playground in San Francisco – were each given one on which to show off their talents in a three-day east coast versus west coast shoe-off. The shoes were then reunited and showcased at Venice Beach, California.
Executive creative directors: Richard Bullock, Andy Fackrell, William Gelner.
Creative director/copywriter: Tyler Hampton.
Art director: Erwin Federizo
Production company: Radical Media
Director: McCoubrey Brothers