End Plastic Waste

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, starting with adidas owning up to being part of the problem, and ending with attitude: athletes in Primeblue sportswear that's covetable and just as uncompromising as they are.

The making of Primeblue

Throughout the campaign we highlighted how this high-performance recycled material is made, starting with plastic waste intercepted on remote islands, beaches and coastlines, preventing it from polluting our oceans. It's then cleaned, ground, melted and spun into yarn, and used to create Primeblue products with a minimum of 40% recycled content.

Running and training in Primeblue

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.

Graphical layout system

Photography, graphical elements and CGI were combined into master layouts, built into a campaign toolkit with guidelines for local markets to adapt.

The layouts both educate on the process and sell the sportswear, describing the full journey from discarded plastic to high-performance products in action.

Detail photography

The campaign also featured a large number of close up product shots. These highlighted the new Primeblue branding, garment design and sport performance details. 

Created with adidas

I played a leading role in the creative team, developing the overall concept and art direction. During the shoot days across the streets and beaches of São Paulo and a gym in Amsterdam, I directed the still photography. 

CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Jeff Luker & money_sh0t
DIRECTOR: Benjamin Kutsko
PRODUCTION PARTNERS: Miniac films