ABOUT

Concept:
A premium commercial campaign created for Adidas Originals featuring multi-platinum French hip-hop artist Ninho. The creative blueprint moves away from standard retail athletic imagery to craft a highly atmospheric lifestyle narrative that celebrates urban identity, musical legacy, and the organic intersection of street subcultures with heritage streetwear design.

Execution:
Produced under Ocurens, the visual style leans heavily on continuous cinematic floats, warm moody lighting exposures, and distinct architectural framing. I directed the visual layout to balance intimate, documentary-style portraits of Ninho with striking, stylized group dynamics to ground the product line naturally within urban communities. The editorial pace maintains a rhythmic, slow-burn energy that allows the texture and frame compositions to feel premium and deliberate.

Results:
The campaign served as a major cultural asset for Adidas Originals' regional rollout across France and broader European lifestyle networks, capturing immense digital traction among youth and contemporary hip-hop demographics. It remains an excellent example of utilizing elite musical talent to drive premium streetwear branding.