When I went to Sid Lee in Montreal, it was initially to work on adidas Originals. I ended up working on the campaign that would eventually win the agency the global adidas business and unite both Originals street style and athletic performance.
All In celebrates three parts to the story. The “before” moment, or preparation. The “during” moment, or focus, and the “after” moment or celebration. Director Romain Gavras captured the visceral moments that musicians, performers and athletes share.