ABOUT

The Brief:
Adidas Originals is deeply rooted in urban culture and street art. However, modern consumer engagement often ends the moment the product is purchased. The challenge for this proactive conceptual project was to deepen the brand's authentic connection with street culture, transforming consumers from passive recipients into active co-creators, and integrating Adidas directly into their artistic expression.

The Concept:
We realized that one of the brand's most iconic assets—the classic blue shoebox—was simply being discarded after unboxing. What if the packaging itself was the medium? We envisioned the "Shoe Box Stencil": redesigning the lid with a pre-perforated, die-cut typographic matrix. It ceases to be just packaging and becomes a street art tool. By turning the lid into a customizable stencil, we empower people to literally "put their message on the street." The traditional unboxing experience is completely subverted, becoming a direct trigger for creative action.

The Execution:
Working as a creative team, we crafted a highly polished, 360-degree visual ecosystem for this unreleased vision to demonstrate its real-world viability. The campaign launches with striking Print and OOH advertisements, supported by sharp copywriting, that visually deconstruct the box and act as calls to action. A dedicated digital platform was designed to allow users to customize, preview, and download their own stencil layouts. Finally, the retail experience was reimagined: select Adidas Originals stores would be transformed into "legal street" spaces, featuring paintable walls where customers are provided with spray cans to use their brand-new shoebox stencils right after purchase.

Potential Impact / Why it matters:
Although this is a self-initiated piece entering "The Cutting Room Floor," the level of craft demonstrates exactly how it could revolutionize packaging utility. If launched, this initiative would foster a direct, tangible link between the product and street art culture. It transcends traditional advertising by offering a tool for self-expression, shifting brand loyalty from a transactional level to a deeply emotional and creative one. It proves that with smart art direction and copywriting, a cardboard box can become the voice of a generation.

Credits:
Art Director: Rodrigo Santos
Copywriter: Leonardo Gaede
Creative Director / Supervisor: Marcelo Rizério