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. This spot launched a campaign that had many aspects to it including spots that highlighted specific sports. It was also edited multiple times to highlight country-specific athletes. The entire process was one year in the making, from concept to final shipping. It was also adidas' largest media spend in its entire history.
The music was a happy accident. Romain Gavras was friends with the group Justice who were releasing a new album. We used their music to hype their album and cement adidas as an enduring part of contemporary culture.