original is never finished | gca fw18

Original is Never Finished | FW18 GCA


Just as all creativity is a work-in-progress,

so are all creators. For adidas Originals' FW18 campaign, we launched a film that was itself a work-in-progress. Every scene, unfinished. Every creator, in a constant state of beta. Coopting the digital loading symbols of our hyperconnected consumer to inspire them to keep pushing on — but to recognize no matter where the work ends, original is never finished.