Campaign // Work
adidas Originals / Culture Campaign
That's So Astir
- Role
- Creative Direction, Art Direction
- Client
- adidas Originals
- Year
- 2024
- Tags
- CultureYouthDrops
001MT — Archive
That's So Astir
00
Overview
The Astir and ADI2000 were inspired by the Y2K years. The challenge was to bring that era back in a way that felt surreal, playful and relevant to today's online culture.
01
The Idea
We mixed Y2K nostalgia with today's irreverent internet humour to create a spoof-heavy world around the shoes.
02
The World / System
A native-feeling visual world built from screenshots, group-chat fragments, street portraits and shoe-on-foot proofs. Type behaves like captions; layouts mimic the way the audience already posts.
03
The Output
- →Campaign platform
- →Hero film
- →Social system
- →OOH adaptation
04
Why It Matters
Sport storytelling that lives where the audience already lives — without performing youth culture from the outside.
— Gallery
001MT — Archive
That's So Astir / 01
002MT — Archive
That's So Astir / 02
003MT — Archive
That's So Astir / 03
004MT — Archive
That's So Astir / 04
005MT — Archive
That's So Astir / 05
006MT — Archive
That's So Astir / 06