Oceans are our planet’s life support system. Whether we like it or not, we are connected.
If the oceans die. We die. It’s as simple as that.
We know plastic is the problem. But if things don’t change, our oceans will be filled with more plastic than fish by 2048. We’re running out of time.
adidas PRIMEBLUE, while not the only solution, is one innovation heading in the right direction. Made with Parley Ocean Plastic, without compromise on performance. We provoke the tide of change.
Oceans are our planet’s life support system. Whether we like it or not, we are connected. If the oceans die. We die. It’s as simple as that.
We know plastic is the problem. But if things don’t change, our oceans will be filled with more plastic than fish by 2048. We’re running out of time.
adidas PRIMEBLUE, while not the only solution, is one innovation heading in the right direction. Made with Parley Ocean Plastic, without compromise on performance. We provoke the tide of change.
This was the global launch campaign and introduction of Primeblue. Through this adidas wanted to educate consumers both on their mission to end plastic waste and on what Primeblue is, how it is made and why they should care. It elevated the Primeblue process pure and simple. Contextualising it around the urgency of the plastic waste problem and the high-performance products that offer a solution.
It’s a gut-punch of reality that starts with adidas themselves owning up to being part of the problem and ends with attitude, showing athletes in Primeblue sportswear that’s covetable and just as uncompromising as they are.
Through out the campaign we highlighted the process of how this high-performance recycled material is made. How it starts with upcycled plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines, preventing it from polluting our ocean. To then being cleaned, grinded, melted and spun into yarn. It's then used to create the Primeblue products which consists of a minimum of 40% recycled content. The process story was told through CGI and real footage.
Through out the campaign we highlighted the process of how this high-performance recycled material is made. How it starts with upcycled plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines, preventing it from polluting our ocean. To then being cleaned, grinded, melted and spun into yarn. It's then used to create the Primeblue products which consists of a minimum of 40% recycled content. The process story was told through CGI and real footage.
Through out the campaign we highlighted the process of how this high-performance recycled material is made. How it starts with upcycled plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines, preventing it from polluting our ocean. To then being cleaned, grinded, melted and spun into yarn. It's then used to create the Primeblue products which consists of a minimum of 40% recycled content. The process story was told through CGI and real footage.
We put Primeblue to the test and let athletes try it in full power. The result being some amazing running action shots from Brazil and an explosive training workout from a local box in Amsterdam.
The photography together with graphical elements and CGI where combined into master layouts. These where built into a campaign toolkit that came with guidelines so that the local markets could adapt them for their own needs and channels.
The layouts are both educational of the process and selling the sportsweaar. It's describes the full journey from thrown away plastic to high-performance products in action.
The campaign also featured a large number of close up product shots. These highlighted the new Primeblue branding, garment design and sport performance details.
I had a leading role in the creative team for this campaign developing the overall concept and art direction. During the hectic days in streets and beaches of São Paulo, and the gym in Amsterdam I directed the still photography shoot.
DATE: April ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films
I had a leading role in the creative team for this campaign developing the overall concept and art direction. During the hectic days in streets and beaches of São Paulo, and the gym in Amsterdam I directed the still photography shoot.
DATE: April ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films
I had a leading role in the creative team for this campaign developing the overall concept and art direction. During the hectic days in streets and beaches of São Paulo, and the gym in Amsterdam I directed the still photography shoot.
DATE: April ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films
I had a leading role in the creative team for this campaign developing the overall concept and art direction. During the hectic days in streets and beaches of São Paulo, and the gym in Amsterdam I directed the still photography shoot.
DATE: April ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films
I had a leading role in the creative team for this campaign developing the overall concept and art direction. During the hectic days in streets and beaches of São Paulo, and the gym in Amsterdam I directed the still photography shoot.
DATE: April ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films
Mini-bio: Born and raised in the '80s. Made from of tall Nordic DNA. Interested in all things beautiful. Always craving new tech and tinkering with old. Hustler by day, gamer by night.
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