Jean-Francois Dumais

In 2013, adidas showed the amazing things that happen when cultures, passions, and ideas collide when we: Unite All Originals. The campaign called upon the pioneering spirits of the world, to join together and define new forms of originality. It began when A-trak united with SO-ME to create an exclusive track and music video that drove fans to an experience called: The Collider.

Then, we reunited hip-hop artists Run-D.M.C with A-trak for another exclusive collision.The collaboration was teased online to drive to the interactive music video where Run DMC and A-trak wrecked creative havoc on New York City. With Google Chromes Web Speech API, users were invited to create their own visual remix of the video by shouting out things they see in the film, triggering animations and special effects in real time. Each interaction unlocks rewards related to the new FW13 adidas Originals range — which then connect to the adidas e-commerce platform.

Read about the technology on Think with Google, and see case study film on the next page for more details.

This campaign ran for most of 2013 in multiple markets and was shortlisted in Cannes and the OneShow.

Role: Associate Creative Director

Additional credits:
Joe Hagel (Writer)
Roeben Bedeleem (Art Director)
Amilcar Guevara Torija (Digital Art Director)
Charles Hall (Creative Director)

Rewards & Recognitions:
Cannes shortlist (2)
OneShow Shortlist (2)
D&AD Graphite Pencil
Grafika Grand Prix
Marketing Awards Integrated

The idea translated to key visuals, uniting photography, illustration and adidas products to create a unique and ownable look and feel.

Additional credits for design & art direction:
Francoise Cournoyer, Antonin Brault Guillaume, Nadine Brunet

The idea translated to key visuals, uniting photography, illustration and adidas products to create a unique and ownable look and feel.

Additional credits for design & art direction:
Francoise Cournoyer, Antonin Brault Guillaume, Nadine Brunet

Markets were invited to collide local artists with adidas fans in order to create remixes of our own campaign. To recruit people, we created a series of infomercial inspired videos inviting them to participate.

Markets were invited to collide local artists with adidas fans in order to create remixes of our own campaign. To recruit people, we created a series of infomercial inspired videos inviting them to participate.

Markets were invited to collide local artists with adidas fans in order to create remixes of our own campaign. To recruit people, we created a series of infomercial inspired videos inviting them to participate.

Behind the scenes content with Run DMC.